Saigon Special: Make it your SPECIAL SUMMER

Saigon Special, a beer brand, created a beach festival to improve brand experience in Vietnam.

Campaign details

Brand: Saigon SpecialLead Agency: MediaComRegion: Vietnam

Strategy

Objective

With mainstream beer comprising 38% of total market volume, and as the key volume driver of the premium segment (Heineken as image leader), Saigon Special Beer objectively strives to drive growth of the burgeoning mainstream segment by adding value to the brand experience in tangible and meaningful ways. Celebrating its most successful year in 2017 & 2018 across all three KPIs: awareness, engagement and sales, the Saigon Special Beach Festival 2018 took its "challenging passion" to new heights, transcending the category and competitors on-ground activities...

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