BRAND:
Bia Saigon Chill
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
CREDITS:
Ogilvy & Mather Vietnam, EssenceMediacom, Gia Hòa Advertising
CASE STUDY VIDEO
STRATEGY
- Brand Challenge: how to distinguish Bia Saigon’s Music Festival platform from a sea of competitors (who also highly invest in Music Fest) and build long-term engagement and loyalty to Gen Z.
- Strategic Approach: Contrary to competitors who center their strategy around mega scale events and mega celebrities (namely G-Dragon, Son Tung MTP and International DJs) to generate buzz, Bia Saigon opted for a distinctive approach to gain traction by using Chill Fest as the main engagement platform, empowered by social media. By that strategy, we focus on transforming social media into an open space for discussion, customization, and basically let GenZ define their own “Chill” experience at our music event. Our strategic intention is not only to intensify pre-event buzz but also to maintain natural engagement during and post-event, making the festival a continually evolving relevant experience co-created with its audience."
INSIGHT
For Gen Z, the concept of 'chill' transcends planned or expected scenarios. It embodies freedom and comfort, allowing them to live and choose experiences that are fluid and adaptable. Gen Z isn't looking to be told how to chill; they aspire to craft their own unique chill experiences anytime, anywhere regardless of time and place limitation.
CREATIVE IDEA
Instead of a fixed “chill” experience, Bia Saigon Chill opens the platform for all the Chill-tizens to customize what kind of experience, music genre and artists they want to experience in the event. Besides, The chill Fest aims to capture every chill moment, not just during major events or with big names like its competitors, but also during all seasons like summer, Halloween, and Christmas
This concept transforms Chill Fest into a highly customized music and cultural experience. It empowers Gen Z to define their own chill experiences, from selecting the type of music and artists, music lyric & theme co-creation to designing the on-ground experiences and festival themes.
This approach makes every aspect of the festival reflective of the attendees’ preferences, ensuring a deeply personal and memorable experience.
CONNECTION PLAN
Influencers play a central role in keeping the audience engaged through the time by activating challenges and trends online and triggering consumers to make stunt videos at offline stores with the mobile content platform
The Chill Tribe built its agile model by creating 3 levels of excitement for its people - the chill-tizen:
The Chill Fest - Co-creating festivals themes that empower its Chill-tizen to define their own Chill experience
It was a destination for consumers to wait for. Unexpected themes will be derived from specific refreshing trendy needs at a particular timing. For summer - a need for refreshing weather, BSG Chill replicates the beach for people to release heat. For years to come, the themes roll out with Halloween, Christmas, etc. happening in cities across Vietnam. Not just another typical music concert only, The Chill Fest invites its chiller to co-create experiences. We flooded social media with opinions shaping and activities happening within the festival, which ranges from music, food, sports, fashion and more.
The Chill Gang - Hyping up GenZ community by typical emerging GenZ KOLs for Chill-tizen to engage with.
BSG collaborated strategically with emerging KOLs & communities instead of super stars. We leverage the influence of top KOLs in Fashion and Music on social media, directly engaging the Gen Z audience. Notably, Grey D and B Ray lead the Music category, while Lona spearheads Fashion, alongside other Gen Z icons like Lê Bống, Neyun, Ciin, and Anh Tú.
Then We invite our audience to actively participate, influencing everything from the music lineup to fashion trends, ensuring The Chill Fest mirrors the vibrant essence of its community. This collaborative approach not only elevates the festival's allure but also solidifies the connection between influencers and their fans, creating a genuinely co-created and immersive Chill Fest experience.
The Chill Hub - Bridging Online to Offline for Unforgettable GenZ Engagements
BSG Chill's innovative O2O strategy transformed beer outlets into vibrant gathering spots post-The Chill Fest hype, initiated by The Chill Gang. This seamless integration allowed fans to engage directly with KOLs, sharing The Chill Fest moments and experiences, both in person and through dynamic social media recaps.
The excitement was further amplified by GenZ-centric music events, featuring chill activities like nails, fashion dress-ups, and celebrity meet-and-greets, creating an exclusive Chill Fest vibe tailored for GenZ. Offline interactions with KOLs and online content bursts kept the excitement alive, embedding deep impressions of the brand's distinctive chill ethos in GenZ's hearts, positioning The Chill Fest as the quintessential music festival for the generation."Tribe.
OBJECTIVE-BASE KPI
The Chill Fest Campaign
Recruited over 30,000 fans in Vietnam.
Bia Saigon Chill - The Chill Fest New Year Campaign:
+ Sales uplift of 23.1% vs last year (2022)
+ Brand Awareness increased by +38pts & Trial by +22pts in Q12023 compared to last same period
+ Uplift in key consumer association metrics: Consistent quality & attractive product >8pts , trend-setting brand & innovation >4pts
+ Consideration uplift on FB BLS: +2.3 Pts ( benchmark of Asia Pacific: +0.4 Pts & CPG: +0.3 Pts)
Bia Saigon Chill - The Chill Fest Summer Campaign:
+ Sales Uplift of 30% vs LY (2022)
+ Equity Improvement: 70% increase in brand awareness & 21% increase in trial compared to last year same period
Communication results:
Bia Saigon Chill Summer 2023: (from May-Aug)
+ 290,516 display buzz;
+ 3,310,221 engagement.
Bia Saigon Chill New Year 2024: (from Oct-Jan)
+ 470,804 Buzz
+ 1,098,490 engagements
Community Building: The campaign not only boosted sales but also succeeded in building a loyalty community around the brand, aligning with Gen Z's preferences for authenticity and connection, thus fostering a sense of loyalty and belonging among this demographic.
