CUSTOMS IS NOT GEN Z’S CURRENCY OF LIFEFor long, parties in Vietnam often have rules and customs, and they’re inadvertently a “stuffiness” to Gen Z, who truly live by freedom of personality expression, trendy & unknown experiences. The tension is also true in the nature of social media thesedays, where Gen Z are losing their comfortable space under the pressure of social media norms and rules.

TWIST STUFFY WAYS INTO SMOOTHY PLAYS !Heineken Silver bet a big game, creating a new verse where Gen Z can flip from the stuffy reality into the place full of their passion points so as for them to have coolest and most exciting experiences.For the first time, Heineken Silver is ambitious to build a long-term platform to drive engagement, advocacy, purchase actions of Gen Z through gamification - THE ARRIVAL OF DIGITAL TOKEN FROM HEINEKEN SILVER - EKOIN, excite youngsters with unique gaming experiences to earn limited rewards under Ekoin collection.   Unlike other digital tokens this one wasn’t prone to fluctuation, panic buying, theft or Elon Musk’s most recent tweet. Rather it was the earnable and collectable opportunity that paid our audience in based on how much they engaged with and drank Heineken Silver. The audience dividends were huge from once-in-a-lifetime experiences to limited edition rewards and ultimately the opportunity to get more of the smooth refreshing taste of Heineken Silver.

PHASE 1: BREAK THE CONVENTION OF STUFFINESSTo drive awareness & create conversation among GenZ, Heineken Silver leverages the impactful four influential Icons of Gen Z (Binz, Touliver, Phuong Vu, Fung La) under the edgy name - The Silver Gang, to wake up the tension of stuffy situations that every Gen Z feel belonging.After the lever from the Gang, Heineken Silver launched the TVC with the message “Unexpected Smooth” as the hero to break the stuffiness for the Silver Gang with Smooth Gears to trigger excitement and conversation among our GenZ audience.Wind up with the halo effect from TVC & Silver Gangs, Heineken Silver leverages 14 supporter KOLs from different categories to also share their own stuffy stories and how they “flip the script”, which is the great enabler to bridge Gen Z to next hype.

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PHASE 2: EMERGE THE SMOOTH VERSEThe eKoin hub was the heart of our campaign, where the audience can engage to earn eKoin from online to offline. Moreover, they could get additional eKoin by scanning Limited edition packs via the QR codes at outlets.To maximize traffic & engagement to eKoin, we implement queuing & leaderboard tactics to encourage healthy competition with urgency to capture eKoin. Limited edition goods and experiences were dropped weekly with the eKoin highest earners having the opportunity to redeem their tokens to win these once in a lifetime experiences. Our tactics created scarcity & FOMO among our audience, promoting even more engagement and urgency to collect eKoin.Embracing our gamified approach, we partnered with AOV to bring Ekoin being the currency closer to GenZ by leveraging their top passion point is Gaming. This smart partnership attracted thousands of AOV gamers to actively join, hunt and promote for EKoin massively on Social.Throughout the campaign, the influencers, media & PR partners were working non-stop to provide live updates on the leaderboard, alert the audience of new drops and amplify the discussion from the Hub, creating a constant stream of awareness, traffic and engagement that made sure our campaign maintained its heat all throughout. A Silver-Gang's livestream revealed the most coveted of our gifts - the Heinekicks. A one of a kind edition pair sneakers in collaboration with “The Shoe Surgeon,” a celebrated sneaker designer who has made kicks for the likes of LeBron James, and Drake. The top 100 most engaged eKoin collectors were invited to join in the livestream for an opportunity to win and receive them at a limited edition event with key KOL members from the Smooth Gang.These final rewards created an opportunity to cap off our campaign with a bombastic event, featuring our Smooth Gang KOLs celebrating their Smooth Escape from Stuffiness. The event became the talk of the town and provided a fitting reward for our GenZ drinkers.

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PHASE 3: HYPE UP WITH THE UNEXPECTED SMOOTHDoes not stop there, Heineken Silver keeps the momentum by ending up the campaign by a Music Party event with ear-catchy and eye-catchy line-ups. Before the event, iconic singers kickstarted with teasing content to warm-up the local conversation & the powerful word-of-mouth of 100% of local community pages in Nha Trang to drive attraction of the event. The event was also livestreamed by leveraging the xR technology & LED display with 3D visuals to create aerial visual experiences, combining with the iconic singers from multiple music genres to heat up the atmosphere anywhere.The event has successfully driven the huge conversation among Gen Z and as the memorable wrap for Smoothness experience.

For the first time after 5 years, Heineken sales volume grew significantly by 50% vs. the total volume of 2021, which made Heineken Silver now accounts for 70% of the total volume of Heineken sold in Vietnam with 260% increase of Silver 6-pack case sales compared to 2021, and it led to the result of double Market share vs. 2021.EKoin platform successfully attracted 1.6M traffic with 23,35% users converted to play and collect EKoin (10x vs. benchmark), which means 12.6M EKoins mined (35% over KPI).The campaign outstandingly hit the social record by achieving 1.2M discussions on Social and:- Top 3 BSI Campaigns in June 2022- Top 2 BSI Campaigns in July 2022- Top 6 BSI Campaign in August 2022- Top 2 BSI Campaign & Top 2 Event in September 2022