BRAND:
TCP - Nước tăng lực Warrior
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
1/3/2023 - 31/5/2023
CREDITS:
Mango Digital
CASE STUDY VIDEO
STRATEGY
Warrior is a young player within the Energy Drink category, the awareness & brand image has not well-established in consumer mind. In 2023, Warrior aimed to focused on driving mass awareness for RTB & trial among GenZ with the brand platform “UNSTOPPABLE FUN”.
Gen Z devotes significant amounts of their time to working/studying hard every day, which may cause them fatigue but they do not want to compromise on enjoying fun time with their friends. GenZ is an ambitious generation but also self-aware & has their own way of solving their daily problems. All Gen Z needs is the motivation & energy to keep their fun going. Understanding this mindset, Warrior’s approach is to endorse GenZ Fun spirit & offer the energy to enjoy the UNSTOPPABLE FUN with friends.
However, GenZ are are skeptical with tendency to skip ads, so it is a challenge for warrior to deliver it's boring product RTB & brand platform in most entertaining & memorable way.
Challenge:
(1) Define brand platform “Unstoppable Fun” in a way that make drinking Warrior more meaningful but entertaining to Vietnamese GenZ.
(2) Deliver the product RTB (Mental refreshment & Great tasting from Grape flavour) in a catchy & easy way for TA to remember.
INSIGHT
GenZ know to skip advertising content, content & creative idea must directly link product with a topic that cultural relevance yet humourous. That where Warrior looked at its unique Grape flavour & purple colour that brings refreshing taste & mental energy. However, in Vietnamese culture, the colour purple is often associated with negative emotions. In literature, purple means sorrow, longing or worries; and on social media, the young generation even used purple to describe extreme anger - “Giận Tím Người”.
Therefore, Warrior leveraged the contrast in Warrior’s Fun Purple versus consumer association of purple with sorrow & local social slang “Giận Tím Người” to position Warrior as the only Purple Energy Drink that turn GenZ’s Purple Sorrow into Purple Fun - just like how GenZ have their unique way of turning boring situation into somethings fun.
CREATIVE IDEA
Understanding the unique way GenZ twisting daily obstacles into something fun, Warrior chose to work with singer MONO - a GenZ rising star with Warrior-like spirit, to be a Brand Ambassador that bridges between brand and TA via a hero asset - music lyrics video.
Playing around contrast between Warrior & GenZ attitude to be fun & Vietnamese's existing cultural association with Purple sorrow, Warrior presents itself as the Purple Lighting Energy that gives GenZ mental refreshment (from taurine, vitamin & Purple grape flavour) to transform all their Purple Sorrow into Unstoppable Purple Fun with friends - showing Warrior understands the unique way GenZ twisting daily obstacles into something fun.
With Lyric VDO as the hero asset, Warrior designed various supporting contents on online (on SMC, Ads, SO) to offline (Billboard, LCD, Sampling activities) with diverse angles but all of them would Highlight the contrast of Warrior Purple Lighting transformation that turn Purple Sorrow into Unstoppable Purple fun, Purple deliciousness (Ngon tím người).
CONNECTION PLAN
Warrior aimed to dye every Gen Z playground purple by launching all assets like TVC, Key Visual, Lyric Video in a short time & aggressively promoting from online to offline - creating a strong impression on consumer mind with Purple Lightning & campaign message.
At awareness level, TVC focus on delivering end-benefit of Warrior as the Fun Purple Energy Drinking with association to Passion points of Gen Z - reaching mass audience through offline channels (Billboard & LCD) and Online Ads (Facebook, Youtube, TikTok)
While the Lyric video shows how Warrior truly understands GenZ’s tensions, by giving a deeper explanation for GenZ's daily “purple sorrow” such as deadlines, and other pressure…and how Warrior could help them overcome them to have fun with homies. The hero social asset was customised & leverage via TikTok Ads, SO content to reach deeper into GenZ online playground.
Warrior inspire them to leverage lyric song to create amplify contents that reflect their GenZ spirit & creativity. With 440+ TikTok video were effective in amplify brand message & delivering the fruity taste of Grape flavour to trigger trial from young audiences in diverse passion points & drinking moments in 4 key angles:
1. Song remake angle aim to create new version/or ad unexpected twist based on existing song (remix, parody, dancing)
2. Cheap moment contents are for MONO fan to redo a KOL posing/ purple outfit or create a low-budget music vdo for the song
3. Spread-out content give update or sharing about the collaboration between MONO x Warrior in TV News format
4. Review contents using food related KOL to give review through series of food challenge
OBJECTIVE-BASE KPI
Social effectiveness
148,935,665 views
18,411,182 Engagements
(Exceeding all social KPI, 192% KPI for view & 152% KPI for engagement)
