Sabeco: Bia saigon Tet campaign

Vietnamese beer brand Bia Saigon created a localised, multichannel campaign to grow sales and market share during the Tet holiday season in 2022.

Campaign details

Brand: SabecoAgency: MediaCom VietNamRegion: APAC

Campaign video

Strategy

Objective

Tet 2022, was different to most other. Throughout that year, people were unable to travel to their home city because of the pandemic lock down. So, when traveling restrictions were lifted just before Tet, it created two separate group of Vietnamese: one who were able to meet family after so long and that created a strong sense of happiness and the other who still could not travel and that dampened their Tet Spirit.

Besides, people associated happiness during Tet to not only meeting the...

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