Turning to music, the most powerful medium to spark emotions, inspire and touch hearts, we commissioned a reputed seasoned composer to create a de facto national anthem through a music video titled ‘Stand Tall Vietnam’, a message that transcends and unifies generations.

The song - specifically written for the film - became a powerful and persuasive voice for the nation; a voice that inspires resulting in goose bumps when sung by the people for the people.

The voice of the children – Vinamilk’s core consumers and Vietnam’s next generation who are filled with unbridled pride and hope, sung the anthem set against the country’s spectacular landscape. The entire choir, dressed in white uniforms, projected a strong sense of solidarity, hope and optimism for the future ahead.

The film was first released across YouTube, Facebook and Zing MP3, Vietnam’s most popular music platform among the Vietnamese youths.

It was then aired in CGV, the leading cinema operator in Vietnam with movie theatres across key cities. Over 3 weeks, the music video was shown before selected movies that attract a diverse group of audiences from young to old.

To facilitate the spread and reach of the film across the 63 provinces in Vietnam, we also broadcast it on TV during 3 weeks. We selected to air the music video on our national channel with the aim of elevating the song to the national level, giving it some air of solemnity and ultimately helping it to be seen as the new anthem for the country.

The film triggered 32 million views across all online channels within 30 days with 55% organic views on Youtube.

The video also successfully got the nation talking.

• More than 500 thousand likes, 20 thousand comments and 27 thousand shares.

• Over 200 articles and news features across 50 TV stations and publications.

• Over 24 KOLs (hot bloggers, singers, actors…) made their own versions out of their love for the MV.

The real impact was demonstrated when 89 local schools, companies and government committees performed the song prior to special events. 37 local stations rebroadcasted the entire 3-minute film free of charge, resulting in over US$500,000 earned media which contributed more than 50% of total media value, elevating this gift to the people on a scale we had not anticipated.

In terms of brand health, the film surpassed all expectations and in response to “This MV makes me feel proud of Vietnam” statement scored 4.49/5. Vinamilk also witnessed an increase in brand love rating, where it scored 9 out of 10. 99.8% discussion on social media around Vinamilk brand was positive.

According to the post-campaign survey, 42% consumers also regarded Vinamilk as a national pride, an increase from 30% before the campaign.