Bia Việt: A refreshing campaign that fulfulls Tet in 23 provinces at a time

Bia Viet, a beer brand in Heineken's mainstream portfolio, increased sales and awareness in Vietnam by launching a targeted mobile campaign during Tet.

Campaign details

Brand: Bia ViệtLead Agency: Phibious VNRegion: APAC

Strategy

Objective

Vietnam, with 54 ethnic groups and dialects spoken, is beautifully diverse, bringing plenty of good things but at the same time, dividing the country. The more different and unique the people are, the more they feel disconnected from each other, resulting in many stereotypes formed. The beer category itself is also divided with regional strongholds. Bia Viet - a new beer in Heineken's mainstream portfolio - was created to connect all Vietnamese with the belief that being connected doesn't mean sacrificing one's uniqueness, roots...

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