BRAND:
LA VIE
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
01/05/2025 - 31/07/2025
CREDITS:
Ogilvy Vietnam, OpenMind, Square Experientials Communication, Metub, Icon Media, BHD, T&A Ogilvy, Magenest, GTech
CASE STUDY VIDEO
STRATEGY
Category Context
Bottled water is a low-involvement category with limited emotional differentiation. Yet over time, our main competitor strengthened their position by tapping into fashion culture and heavily investing in celebrity-driven image building. Meanwhile, Vietnamese consumers are among the most hard-working and progressive in the region. However, behind this positive, driven mindset, urban stress is rising. With 42% of office workers frequently stressed and nearly 30% facing mental health challenges, the need for holistic wellbeing has become more significant than ever.
Brand Context
By 2022, La Vie’s long-standing nature heritage was no longer enough to sustain brand growth. In 2023, the brand introduced the “Quiet Nature Regenerates Your Loud Life” platform, directly addressing rising mental health concerns and quickly gaining cultural traction. In 2024–2025, despite increasing economic pressure, La Vie doubled down on this direction through brand experiences that encouraged healthier well-being habits: from drinking water and moving more to slowing down in moments of pressure.
Campaign Strategy
In hustle culture, breaks are not only rare but also low in quality, filled with endless social scrolling, skipped hydration, and work creeping into downtime. La Vie brings “Yên một chút” to social media, where consumers spend much of their time and stress shows up most clearly through endless scrolling. Tailored to real user behaviours, the campaign delivers the right message at the right moment to encourage more meaningful breaks.
La Vie’s strategy unfolds across three stages:
1. Short-term: La Vie shows up in real-time stress moments on social media, injecting contextual reminders to take a break.
2. Mid-term: Drive users to the Yên Hub, transforming it into an everyday interactive space that builds the daily habit of taking micro-breaks.
3. Long-term: Establish “Yên một chút” as a culturally relevant platform, making micro-breaks a daily habit for young Vietnamese and supporting better well-being in Vietnam.
INSIGHT
Let’s meet the P.A.I.D generation: ambitious, progressive Vietnamese youth navigating Pressure, Always-on habits, Information overload, and constant Distraction. Working 42 hours a week and spending 17 more on social media—with little exposure to nature—it's no surprise that 42% regularly experience stress. In this hustle culture, not only do they rarely take breaks, but the quality of those breaks is also compromised. Breaks are now filled with endless social media scrolling, skipped hydration, and work spilling into what should have been downtime.
However, for this generation, speed is a way of life. Messages that ask them to slow down feel out of sync. The challenge is to make well-being move with them—seamlessly fitting into their pace, rather than disrupting it.La Vie sees the opportunity to tap into these stress signals and gently prompt breaks—right within the flow of everyday behaviour.
CREATIVE IDEA
To do so, La Vie needs to deliver the right message and experience at the right moments and in the right places.This brings us two key challenges: Unpredictability: Stress can appear anytime, anywhere. How can the brand use its social media touchpoints to build a holistic ecosystem that shapes behaviour? Authenticity: When we do catch people in their “natural habitat", how can we deliver the brand message in a way that feels authentic – yet insightful?
This led to the idea “Nhớ Yên Một Chút Nha – A reminder to take nature-regeneration breaks”. The idea reimagines everyday touchpoints where social media is always by consumers’ side—while eating, commuting, and working—as micro opportunities for well-being regeneration. Whenever and wherever stress appears, a gentle “Yên” reminder appears too. This is built on two core pillars: Vietnam's hustle culture as the signal — revealing real moments of stress on social media where Yên reminders matter most. Contextual message and experience, powered by creativity and technology as the solution on social media: we strategically hijack everyday hustle moments and touchpoints with smart, insightful twists rooted in local culture and consumer behaviour.
CONNECTION PLAN
Through the F.U.N. Framework, La Vie keeps users in the loop of “Yên” by tapping into real social media behaviors.
1/ F – Find & Feed the Signal
We find people through their stress signals, like endless scrolling, and feed them “Yên Tags” reminders: gentle prompts to break. To resonate with Gen Z, these reminders are amplified by KOLs and communities across the social spaces they turn to for stress relief, from meme pages and fandoms to creator-led content. With technology, La Vie can reach people in moments of social fatigue and tailor messages to each individual. Contextual social media ads mirror real stress patterns—morning commutes, midday slumps, and late-night scrolling—powered by Dynamic Creative Optimization to deliver 500+ personalized executions.
2/ U - Unlock the Co-Creation
Built on the nature of social media, the campaign shifts from top-down messaging to co-creation. KOLs and communities are empowered to remix Yên Tags in their own voice—sparking thousands of humorous, shareable pieces of content and memes. At the Yên Digital Hub, users co-create personalised experiences through an AI-powered digital hub—a personalised calm space featuring local nature discovery, well-being assessments, personality-based Yên tips, AI-curated music, immersive nature experiences, and a community of like-minded creators. This personalised content inspires them to share their experiences back on social media.
3/ N - Nurture the community
The campaign brings its impact beyond social into real life.The Yên community, first formed on social media, is brought together through annual meet-ups hosted by key KOLs—turning online connections into shared real-life moments.These connections are further anchored in “Vườn Chút Yên” - nature-inspired spaces for breaks and community gatherings, where people can enjoy moments of regeneration amid the city hustle.Even offline, users stay in the social loop by sharing their moments, interacting with KOLs, and bringing real-life breaks back to social media.
OBJECTIVE-BASE KPI
[1] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Total buzz | result: 487645
[2] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Relevant buzz | result: 53,1%
[3] objective: Drive awareness for Yen Mot Chut community | platform: Social - Facebook, Tiktok, Thread | metrics: Earn Media | result: 14,4%
