Trump and Kim decide to have their second Peace summit in Vietnam. The whole world watches with anticipation. Everyone talks about it. So how do we steal the talk value of this moment for Bia Saigon, the leading local Beer brand in Vietnam, with a cost-effective budget?

Bia Saigon created a simple and playful image with an optimistic message of cheers to peace. The image made the heads of the beer foam look like the iconic hairstyles of Trump and Kim.

Steal buzz and talk value from the Trump and Kim Summit so Bia Saigon can be in middle of the conversation on a cost-effective budget. The target audience is 18 to 35 year old’s who are always checking out social media on their phones. Create a simple post that gets talk value, gets shared and gets earned media.

The timeline was super tight from Concept to execution in less than a week. As we needed to hit the real time moment of the Trump and Kim Summit. It ran nationwide in Vietnam on mobile ads, social media and as digital posters for one week during the Trump and Kim Summit in Vietnam.

The campaign surpassed all expectations and stole more than buzz during the week it ran. Garnering 20.8 million impressions which were 173% vs KPI, 9.1 million reach which were 228% vs KPI and Engagement of 246 thousand. The Facebook post generated 178k likes almost 3k shares creating great momentum on social and receiving earned media from multiple creditable Vietnam publishers like Brands Vietnam, CaféBiz, etc.