Sting used the appeal of valuable rewards to coax users into creating content using the brand's custom augmented reality (AR) filter, which was then leveraged in a campaign to drive brand recognition and, ultimately, sales.
Objective
Sting, the powerhouse in Vietnam's energy drink market, embodies the very essence of adventure and thrill. With a strategic focus on connecting with the adventurous spirit of generation Z, Sting has become synonymous with adrenaline-pumping experiences. Through numerous captivating campaigns, the brand has artfully associated itself with the untamed excitement of embracing the unknown, which also provokes the inner power of the consumer to encourage them to experience every adventure in life.
For this campaign, Sting aimed to keep its leading position in the market by consistently conducting innovative activations that associated it with young drinkers and uplifted key equity attributes of the brand.
Context
Following the success of earlier campaigns, Sting was attempting to give consumers a breath of fresh air with a new kind of experience by capturing the traits, behavior, and most recent trends of young Vietnamese people ¬— "Adventure from the unexpected."
Incorporating the latest in augmented reality technology and data analytics, the campaign provided a more immersive and tailored experience for the Sting audience. The brand was aiming to create an infinity loop of consumer engagement activity (from online to offline, and offline to online) to break through the communication barrier. From there, promisingly raise brand recognition and affinity to maintain the pace of increasing sales and market share.
Target Audience
Growing up in an era of rapid digital transformation, Vietnamese members of generation Z are true digital natives, seamlessly integrating technology into their daily lives. They are also daring trailblazers, embracing the allure of unpredictability with an unwavering spirit of adventure. Consumer research in Vietnam found that more than 55 percent of adolescents love to explore new things and engage in adventurous activities.
Fueled by curiosity and a thirst for new experiences, they find beauty in the unexpected and in uncertainty. Embracing randomness as a catalyst for enjoyment, they fearlessly step into the unknown, armed with the conviction that every twist and turn is a chance to learn, evolve, and entertain. They redefine norms, pushing boundaries to seize the thrill of life's exhilarating surprises.
Creative and Media Strategy
Sting's creative and media strategies effectively engaged the generation Z audience with the "Adventure from the unexpected" concept. Utilizing an "infinity loop" strategy, the campaign combined online challenges and physical activities, boosting brand recognition. By tapping into real-time trends and location data of the target audience, the campaign ensured that every interaction was contextually relevant, driving higher engagement and brand resonance. This was pivotal in shaping the creative and media strategies.
Social networks, influencers, and digital touchpoints were critical to boosting the campaign's visibility, turning passive viewers into active participants. The communications strategy adapted in real-time based on audience response and interaction.
To ensure continuous audience engagement, Sting implemented an "infinity loop" strategy. The process started with presenting a challenge through an online platform, which the audience would accept and attempt physically.
Leveraging state-of-the-art AI algorithms, Sting's Virtual Slot Machine Experience provided a dynamic and personalized user journey, setting it apart from conventional campaigns. After completing the challenge, participants posted their videos online. These videos were then submitted to the Sting micro-site, where each qualified video earned a specific point. These points could be redeemed for valuable rewards. Participants were incentivized to submit more videos, increasing their chances of receiving higher-value rewards. The top 10 participants with the highest points were rewarded with a real adventure experience alongside Sting in a reality show.
To tempt audiences into the challenge, an invitation from Sting was sent to target audience on social networks via the voice of Vietnam's hottest young pop star. The campaign was officially launched with high impact, high visibility formats and maximize traffic to recruit massive participants across popular digital touchpoints: online video, social networks, display banners on top relevant sites, music streaming, and mobile apps.
When the audience was landing on a filter, the virtual slot machine would analyze consumer profiles, time, weather-based signals, and visual analysis is also applied to analyze the context the player is in, from that system will provide unexpected challenges and dare audience to do so.
Different participants would receive different challenges, and these would change constantly depending on context. By leveraging advanced algorithms, each participant encountered a challenge uniquely tailored to them. This level of personalization ensured that every interaction felt special and exclusive, amplifying the campaign's impact and driving deeper connections with the brand.
On top of that, Sting publicized the challenges via the power of popular influencers, TikTokers, and communities on social media. They played a role as initiator to show how adventurous it was to take the challenges and encourage their fandom to participate.
In a market saturated with energy drinks, Sting's unique campaign, combined with its innovative execution, set the brand apart.
More importantly, the campaign earned impressive results, including:
The success of the Virtual Slot Machine Experience can be attributed to its adaptability. By continuously updating challenges based on real-time data, Sting ensured that the campaign remained relevant, timely, and engaging.
