The genesis of this campaign was rooted in the inherent features of La Vie product, renowned for its capacity to invigorate positive energy and promote holistic well-being proved by a strong scientific base. Post pandemic, there has been a notable rise in searching for overall well-being among our target audiences. To truly attain holistic well-being, it must encompass both physical and mental aspects. Thus, as we delved into the lives of consumers, La Vie recognized a correlation between product attributes and the stories of young audiences.    

Due to fast-paced and demanding lifestyles, young people in Vietnam were facing mounting levels of stress and imbalance, they had to relentlessly pursue personal milestones and novel experiences that permeated every aspect of their lives. That’s when we unearthed a moment of tranquility within their hectic days. Yet, nestled within the intricate mechanisms of energy replenishment lies nature's gift, encapsulated in the act of drinking water.    

“As one indulges in this elemental necessity, the body experiences a transient serenity, even to the extent of momentarily halting one's breath.”    

Amidst the hustle and bustle of their lives, a mere sip of water can resemble a micro-retreat, offering a respite to rejuvenate and reignite their vigor. This is where La Vie's mineral water stands out, sourced from a rare, pristine natural mineral spring and containing six essential minerals sourced from nature. Its preservation of nature's goodness sets it apart from other purified waters, which provides the essential boost to keep consumers refreshed and revitalize their positive energy.

With this profound understanding of the audience, La Vie crafted a new campaign message – “Positive Nature Regenerates Your Loud Life.” This message encapsulated both the functional aspect of La Vie's naturally-sourced mineralized water and emotional mission of advocating youngsters for the short break to reconnect with nature. Through this, we portrayed La Vie as a daily companion for young individuals, boasting 6 essential minerals sourced from nature. During this campaign, La Vie became more than just a brand; it evolved from a symbol of purity and nature's finest offerings to the embodiment of "peace of mind" from nature, which made each and every La Vie consumption a micro-retreat for our audience to regenerate positive energy.  

To convey the communication message effectively, besides creative assets on digital platforms, for the first time, La Vie provided a unique sensorial experience through a conceptual live event inspired by La Vie Nature Bubble. This event allowed La Vie to bring the brand story to life and create a meaningful bond with its target audience, demonstrating the brand role in an insightful and inspiring manner. Located in Ho Chi Minh City, we built a water drop representing La Vie Nature Bubble containing natural elements inside, which we provided users' immersive experience captivating all human senses inside a giant dome-shaped structure despite the heat outside.  

At the same time, we developed a co-creation partnership with KOLs to spread out and escalate the scale of this event via multiple social media channels such as Facebook, YouTube, OTT, TikTok, and Instagram, engaged users and maintained the talkability even after the event.

Talking about the highlight of this, it all centered around the event concept in which La Vie's new brand message, "Positive Nature Regenerates Your Loud Life," was visualized through a signature element called the "Regenerative nature bubble."

This signature visual was the core of La Vie's event, where users' immersive experiences would happen inside a giant dome-shaped structure. Inside this Regenerative Hub, users were treated to impressive visuals of nature scenery, complete with relaxing sounds of the wilderness and refreshing air-conditioned coolness. Intensive research was done on the materials and construction of the dome to secure a soundproofed, insulated space inside for the brand to deliver a full immersion into nature. The dome was then intricately decorated with nature motifs and equipped with bean bags to ensure a relaxing experience for all participants. From participants' vantage points, the branded concept film was mapped onto the ceiling using 360-degree projection technology while audio was played through a surround sound system. The event's journey was carefully crafted to engage all of the participants' senses. We developed a range of interactive activities that not only helped attendees grasp the concept, but also understand the product features that guaranteed their "peace of mind".    

Leading up to the event, we initiated social media teasing content with the participation from KOLs. At this point, there had been mass intrigue about La Vie's campaign, the perfect backdrop to announce the stunt – the biggest nature event within a Regenerative Hub in Ho Chi Minh City.  

After the event announcement, La Vie worked with selected KOLs and social communities to spread the attraction and generated countless discussions, which helped drive the excitement to the event day. The event featured a speech by the CEO of La Vie Vietnam and a live acoustic performance to mark a lively two-day celebration to come. On the same day, we worked with selected social communities and KOLs to capture attractions on-site and delivered live updates throughout the event in various engaging formats. Over 3,200 participants attended the event, generating significant buzz on social media and news coverage on both digital and print media.  

Once the event wrapped up, we also formed the “La Vie Squad” to enhance deeper engagement. The squad comprises nine influential KOLs from diverse fields. They led the “Finding Positive Nature” social movement, offering tips to overcome stress and recharge by reconnecting with nature.

The event's wide-reaching impact was apparent from the evaluation metrics. PR and social efforts secured over 93 news coverages, including features on major TV stations (HTV7, HTV9, HTV1, and VTV1), radio broadcasts, and articles in popular news outlets like Kenh14, Zing, and VNExpress.

The PR value reached an impressive 4,037,597,724 VND, making up an ROI of 576%.  

On social media, the campaign garnered 8,490,110 views, 1,209,619 interactions, 983,126 reactions, 211,303 comments, and 4,534 shares within a month. The campaign achieved a sentiment score of 1.0, with no negative discussions.    

During the campaign's final week, this event became the highlight which increased audience engagement, with each user generating an average of 2.5 discussions. The campaign's relevant buzz about this event amounted to 207,301, representing 99% of total discussions, and reached a relevant audience of 81,365 users.

Moreover, with the contribution of the event, the campaign facilitated a 2x% growth rate for La Vie, surpassing the single-digit growth rates of the water category. La Vie also achieved a significant milestone by becoming the premier brand in the fiercely competitive Ho Chi Minh City market.    

Overall, the campaign solidified the brand's position as a market leader in the natural mineral water category, particularly in the fiercely competitive market of Ho Chi Minh City. The approach of "innovative use of social media across all channels" was well-received by consumers, significantly refreshing La Vie as a youth-relevant lifestyle brand that represents positive energy, balance, and purity