Campaign details

Brand: Sting
Brand owner: Suntory PepsiCo Vietnam Beverage
Agency: Mindshare Vietnam
Country: Vietnam
Industry: Energy drinks
Media channels: Mobile & apps, Product sampling, Sales promotion
Budget: No budget

Executive summary

Vietnam is the land of more than 45m motorbikes. Energy drink brand Sting's new product, Sting Café Espresso, looked to target an audience that needed to constantly stay focused on the road – taxi-bikers.

As the key player, with 92% market share, GrabBike represented a natural fit. To make a living as a Grab biker, you need to meet customers' high demands to get top ratings. This can only be achieved if the bikers fully focus and deliver their A-game.

Sting's Stopover campaign was developed based on three observations:

  • A mobile with the Grab app is a must-have item for any biker to connect with, and pick up, their customers, as well as to receive information and rewards from Grab;
  • Spending most of their time on the road, Grab bikers are key shoppers in the 7-Eleven CVS chain of stores, where they can quickly purchase food and drink.
  • The key consumption occasion of Sting Espresso for Grab bikers is post-lunch, when bikers are sleepy and lack focus the most.