STRONGBOW
CHILL CIDER
CLIENT:
STRONGBOW
AGENCY:
GOLDEN DIGITAL
ROLE:
CREATIVE DIRECTOR
CREDIT:
SR. COPYWRITER: SYAN
SR. DESIGNER: HUU NHON
HOW WE MAKE
CHILL PLATFORM VIRAL AND STRONGBOW BECAME THE MOST TRENDY BRAND OF YOUNG PEOPLE
FROM
REASON-TO-BELIEVE
TO CHILL PLATFORM
Natural Origin - Only Strongbow Cider is fermented apple juice made from natural apple from England & Belgium
THANKS TO ITS NATURAL ORIGIN, STRONGBOW FERMENTED APPLE JUICE HELP YOU TO CHILL
Reason To Believe:
Strategy
Challenge
Upgrade brand platform from “CHILL” to ‘CHILL-COUSTIC MUSIC” that provokes consumers’ chill attitudes and offers them true brand experiences at their most relevant associations of chill.
In 2017, Strongbow Cider was launched in Vietnam with the “Chill” platform. Still, after two years, consumers are confused about what cider is, what “Chill” means and why they should chill with Strongbow.
REDEFINE
“CHILL” PLATFORM
HOW IS STRONGBOW'S CHILL PLATFORM DIFFERENT FROM OTHERS?
Brands started to empower the imperfection - The wabi-sabi of the world & consumers’ attention on social issues more than ever...
86%
of consumers say authenticity is important when deciding favourite brands
+
Authenticity, Real moment, Imperfection
+
to
Social
Trend
from Branded
Content
becomes the key driver for social content
Opportunity
Indie/underground music by Den Vau, Tien Tien, Ngot Band, Da LAB... with slow and soft melody is hooking the young’s attention, giving them “chill” sensation.
The Rise Of ‘Chill’ Music
Music with slow and soft melody, catchy rhythm is hooking user’s attention due to the relaxing, positive, “chilling” sensation
STRONGBOW TO PARTNERSHIP WITH RELEVANT MUSIC ARTISTS IN UNDERGROUND & INDIE COMMUNITY AND DOMINATE THE “CHILL-COUSTIC” GENRE
TOP REASONS CAUSE PEOPLE MORDEN BURDEN
TAKE IT EASY & JUST CHILL through CONSUMER INSIGHTS
Everyone has their own stories. Let's use their stories as real-life inspirations for the chill anthem and resolve the spirit:
CREATIVE
IDEA
MUSIC
VIDEO
CREATIVE
MESSAGE
CREATIVE
ASSET
MUSIC VIDEO: BÀI NÀY CHILL PHẾT (ĐEN ft. MIN)
A chill anthem inspired by real users, composed by a real chiller and endorsed by a chill enabler - Strongbow
A CHILL ANTHEM INSPIRED BY REAL USERS, COMPOSED BY A REAL CHILLER, ENDORSED BY THE CHILL ENABLER - STRONGBOW CIDER
TAKE IT EASY, JUST CHILL!
The world is now fast-paced and full of pressures. That is why we need to relax, stay laid back for a little while and to have a conversation with friends and Strongbow. After that, just get back to daily life full of positive energy.
+
+
WHY DEN VAU & MIN
Capture an emergingly popular trend for a collaboration between:
1 love-able artist for mass awareness
1 artist leading in Underground chill platform
CAMPAIGN
RESULTS
DEN X MIN REPRESENT FOR DESIRES
THAT FLOW FROM THE HEART
CHILL BUS METAPHORS FOR FREEDOM SPIRIT
PHUONG ANH DAO REPRESENTS FOR THE REAL CONSUMER FACING THE BURDEN OF LIFE
- Strongbow fanpage content & minigame
- Spotify
- Advertisement
- Music video with various formats
- PR activity
- Offline activity | Chill-coustic tour
CAMPAIGN
ACTIVITIES
across social platforms
(FB, Youtube, Instagram, News, …)
HUGE SOCIAL EFFECT
views up to now
600K+
MASSIVE TRENDING
150M+
interaction
On Youtube trending in 24hrs
#1
20M+
free mentions
MASSIVE EARNED MEDIA
and MV reactions from Top community pages (Thang Fly, Dau Do, Cham Comics…), game streamers (Cris Devil, Misthy, OhSusu…) and influential content channels (Trắng TV, Schannel…)
123k+ (20.5%)
Object mention
#Silver Winner Mobile Video marketing MMA SMARTIES AWARD
