Vietnam – Happiness Saigon’s most recent campaign alongside Dat Bike have turned the latter’s e-bikes into emergency power generators to help small business owners survive blackouts. A hotline service was established to connect the owners with a nearby Dat Biker and their fully charged e-bike.
In Vietnam, the number of blackouts has increased by 300%. This presents a big challenge for the many small business owners in the country and results in large revenue losses.
A full charge of the Dat Bike can power a small convenience store’s lights and two refrigerators for three to four hours. In just the first week, the initiative powered over 200 small enterprises.
Dat Bike, a Vietnamese e-bike brand, has disrupted a market dominated by foreign corporations, which own 90% of it. They accomplished this by accepting their small-business identity. Happiness Saigon repurposed their e-bikes into mobile emergency generators as part of a mission to help other small businesses survive the country’s frequent power outages.
Dat Bike proved through this campaign that they are made for Vietnam as well as in Vietnam. With no expense in PR or marketing, the e-bike brand managed to capture 57% of the conversation.
Multinational corporations control a large portion of the motorbike market in Vietnam, making it difficult for an e-bike company like Dat Bike to enter the market on a startup budget. This is still the case even with their e-bike battery, which is dual-purpose and twice as strong as that of their competitors.
Speaking about the campaign, Jazz Tonna, partner and creative director at Happiness Saigon, said, “We are long past the point where electric vehicles are subpar to combustion vehicles. Unfortunately, the perception remains somewhat different in Vietnam. With Re:Charge, we turned our biggest weakness into a huge strength.”
