‘STRONGBOW CHILLING NIGHT’

Ho Nguyen Ngoc Thao

MDA30006 - Media and Communications Project A

Brand Overview

Strongbow, as a pioneer in the cider sector, must take on the industry's role in directing the shift in

customer behaviours: from selecting beer on special occasion with friends to gently sipping and

savoring cider to tell secret stories and alleviate the stresses then narrowing relationship distance.

Heineken is one of leading regional brands dominating the Vietnam beer market and recently added

Strongbow into its local portfolio to build a loyal segment of cider drinkers. Hence, Strongbow does

owns ‘some’ market power both over the shares and consumer influences after hitting young

Millenials and Generation Z with ‘Cứ Chill Đi' music marketing campaign in 2019. Strongbow

continually evolves the next phase in transmitting a "chilling vibe" to specified target segments after

the success of earlier efforts.

Strongbow is the most suitable choice due to the orientation of product features, brand’s value

proposition, and campaign characteristics of celebrating and appreciatedly sharing every "golden"

time when companions congregate. People are too busy with their hectic daily lives to ponder on

past events, or they just do not have many opportunities to gather and confide. Consequently, there

are stories that cannot be shared with family or even oneself in a timely way. Based on this insight of

today's urban youth, the campaign encourages individuals to be able to express their own stories to

themselves, relatives and friends, and friends via the use of tactics. Camping helps people to

temporarily escape the bustle of the city in relation to discover a peaceful, new spot. Organize a

camping session to create a cozy atmosphere with additional co-operate activities to put up tents

and BBQ meals is the basis for fire celebration and intimate conversation following.

Key message: “Strongbow always be here, truly listening to your stories”

Timeline

The campaign is planned to run throughout 3 months in Tet Holiday 2024 from November 4 to

February 4 as a means of wrapping-up 2023 and preparing for New Year. There are three periods in

total:

● Pre-launch (November 4 - December 31): marketing about camping series, challenges,

mini-game activities on social media’s content to trigger publics

● In-launch (December 31 - February 4): running and recording the camping series, launching

a letter-writing movement and exhibiting the wall

● After-launch (February 4 - February 18): measure campaign effectiveness, share of voice

across media and its residual

Campaign Objectives

● Enhancing brand love by delivering the key message and Strongbow become a medium for

people to share, to speak with their loved ones (including themselves).

● Increasing interactions with the brand more on media to strengthen the brand

consideration.

● Extending market share in an excessively competitive alcoholic beverages category.

● Driving consumption during the 2024 Tet holiday.

Expected outcome

● Increase brand love by 6%

● 100% presence of participants in total of 5 camping sessions

● 80% positive feedback of campaign participants

● 15 news appeared on press as earned media

● 95% Viewability Impression (VI) on YouTube

● Click Through Rate (CTR) on Facebook ads at 2%

● Gain 300% Return On Investment (ROI) on the campaign

● Sales of stores increased by 20% during the season

Plan B - Pepsi VLeague 2023

I will work on a Pepsi V-League 2023 campaign to promote Pepsi's supportive association with

Vietnamese football fan in upcoming sport events thus increasing brand love and driving consumption

during season.

Pepsi has extended its purpose to customers all over the globe as generating more smiles with every

sip and bite, which is associated with the method of producing value and development while

operating within planetary limits and inspiring positive change for the world. Furthermore, by

recognizing the sports potential in combination with brand value, Pepsi may mediate this nexus into

utility as a new form of branding. Relying on comprehension of Vietnamese insights of football,

friends, and food combination, Pepsi can capture these dinner moments promoting its product

attached with football players image, thus conveying the message: "your tremendous support will

fuel Vietnam national team's persistence to conquer the golden dream".