Campaign details

Brand: Biti's Hunter
Lead Agency: Redder Advertising
Region: Vietnam

Strategy

Objective

CONTEXT

‘Avengers: Infinity War’ has smashed its way to the top of the box office, breaking dozens of records on its way to become the all time top box office. Back in April - the official release month, the movie dominated the social media buzz worldwide with massive excitement prior to its release, and the same happened in Vietnam.

THE OBJECTIVE

As Vietnam’s no.1 national footwear brand with long heritage, Biti’s decided to hijack this most awaited superheroes movie of all time with its youth-targeting sub-brand Biti’s Hunter to transform the brand image, which was long perceived as ‘local’, ‘outdated’, ‘not cool’ into ‘international’, ‘contemporary’ and ‘cool’ in Vietnamese youth’s minds.

Target Audience