Campaign Summary

La Vie strove to educate Vietnamese consumers on how to restore their mental well-being in the face of stressful modern lives.

Strategy

Objective

Building on La Vie's 2023 campaign, the brand launched the "Five Senses Nature Regeneration Guide" (Bí kíp Yên Đa Giác Quan).

La Vie's goal was to promote positive energy in urban life, positioning itself as a trusted partner for rejuvenation through simple water-drinking habits, evolving La Vie from a hydration product to a lifestyle brand.

The campaign's goals were to:

• Maximize awareness of the importance of regeneration breaks and engage one million consumers in the process.
• Achieve a reach of 90 percent among urbanites aged 25 to 45.
• Increase national-scale brand equity indexes (versus competitors).
• Achieve 10 percent sales growth over the previous year, with the category forecasted to grow by 2 to 3 percent.

Context

Forty-two percent of Vietnamese urbanites report facing frequent stress. Nevertheless, while most are taught at school to take care of one's physical well-being, few in Vietnam mention how to care for one's mental well-being. From La Vie's perspective, however, "positive energy" is what motivates people and keeps them performing at optimal and sustainable levels.

Target Audience

La Vie focused on young Vietnamese consumers aged 25 to 45, who face increasing stress but who are unaware of the importance of and how to sustain their positive energy daily.

Creative and Media Strategy

Besides channels offering extensive reach like TV and OOH, La Vie leveraged digital as a key strategic channel, aided by AI for sharp targeting and personalized communication.

La Vie analyzed digital footprints like social conversations to identify tensions, interests, behaviors, and data signals to segment the target audience and then craft personalized messages delivered either straight to consumers via AI social seedings or ads on YouTube, capitalizing on dynamic content optimization for different segments, driving engagement and brand considerations.

La Vie also leveraged real-time data analysis to dynamically adapt assets, ensuring messaging remained effective and relevant to consumers in different locations, based on time of day and weather conditions to maximize adoption.

Lastly, La Vie's "Nature Regenerative Hub" event brought together 10,000 people to experience AI-powered personalized activities. A highlight was the giant sphere, an immersive sensorial art technology that recharged attendees amidst the city's hustle and bustle.

Execution/Use of Media

La Vie used a variety of tactics to make the campaign a success.

• La Vie Virtual Assistant powered by AI detected any conversation on social platforms that was related to stress, then reminded people to take a regeneration break with La Vie and invited them to the brand's central hub where consumers could access personalized guidance from the AI assistant.
• La Vie provided an AI-powered and personalized "Five-Sense Nature Regeneration Guide" that began with a comprehensive quiz developed with psychologists, which users could use to evaluate their well-being and receive tailored advice on how to regenerate body and mind during water breaks.
• La Vie partnered with blogger Khoai Lang Thang, model Minh Tu, musician Helly Tong, and internet personality Dino Vu to promote use of the Five-Sense Nature Regeneration Guide. Together they crafted 60 sensorial exercises for water drinking breaks with the aim of improving consumers' well-being.
• La Vie staged a climactic event with its "La Vie Nature Regenerative Hub" on Nguyen Hue pedestrian street. Almost 10,000 consumers received personalized tips of personal regenerative techniques from La Vie's AI assistant.

Business Impact

La Vie's campaign:

• Achieved an integrated reach 16.3 million, with 90 percent drawn from 25- to 45-year-old urbanites
• Drove a rate of business growth that outpaced the category by 2.5 times
• Broke 32-year-old sales record