Tag: Happiness Saigon

Vietnam – Spotify has released portraits of Vietnam’s top artists at hair salons, allowing fans to adopt their styles. The initiative was launched in collaboration with creative agency Happiness Saigon.

As part of the launch, trending artists in Vietnam, Vũ Cát Tường, Wren Evans, and MONO, are featured in images displayed at hair salons in Ho Chi Minh and Hanoi.

Spotify users who have one of the three artists as one of their favorite artists on Wrapped 2024 can replicate their hairstyles for free.

Spotify Wrapped is the app’s global annual campaign that highlights its users’ listening habits and celebrates how they shape music culture. 

With this year’s Spotify Wrapped emphasizing music’s connection with lifestyle, the launch with Happiness Saigon reflects this by integrating music into personal style.

The initiative is further blended into everyday spaces with Spotify collaborating with Đông Tây Barbershop to roll out haircutting trucks in the streets of Ho Minh City.

The barbershop was also present at the HOZO Festival 2024, a music festival in Vietnam, allowing attendees to engage with music in a different way.

Vietnam – Audi Vietnam, in partnership with Happiness Saigon, has launched a new campaign for its flagship Q8 2024 model lets potential buyers figure out if they are ‘Truly Audi’ by using EEG (electroencephalogram) technology to track the participants’ brain activity while experiencing the Q8.

With a specialized headset, drivers engage with various aspects of the Q8, including its steering wheel, interior, and even a test drive. At the same time, EEG technology registers real-time brain activity, analyzing emotional responses such as excitement, attention, and interest. This unique “test” reveals whether a driver genuinely resonates with the Q8—ensuring that only those who are truly impacted prove worthy of ownership.

For the agency, the campaign shifts the car-buying narrative from practicality to emotional authenticity. Moreover, through this innovative EEG journey, Audi Vietnam takes the guesswork out of choosing the perfect car and places emotion at the center of the decision-making journey.

Jazz Tonna, creative director at Happiness Saigon, said, “Instead of the owner choosing their car, we also let the car choose its owner. With EEG technology, we can offer buyers a new deciding factor when buying a car: compatibility.”

It is worth noting that in Vietnam, the journey to car ownership is more than just a purchase—it’s a deliberate, sometimes challenging path that demands both research and repeated test drives. For many, selecting a car is a deeply personal decision that requires time to weigh options, explore every feature, and ultimately connect with a vehicle on a meaningful level.

Meanwhile, Ferry Enders, managing director of Audi Vietnam, commented, “We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match. Step into the Q8 and let your emotions be the guide—Audi Vietnam invites you to join this experience to discover a deeper connection with every turn and reveal if you are truly Audi.”

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.” 

Singapore – Popeyes in Singapore has announced the launch of its first-ever dating show, which invites daters to crank up the heat with spicy questions based on the levels of spiciness of their menu items.

This campaign, conceptualised alongside Happiness Saigon, challenges contestants with 3 levels of spicy questions mimicking the intensity of 3 levels of Smoky Sriracha menu items. Just like Popeyes is making their normal menu items spicier with the Smoky Sriracha sauce, their spicy questions are adding some heat to normal conversations.

This dating show stint is also made in line with promoting Popeyes’ new Smoky Sriracha collection.

Moreover, the campaign–titled ‘Spice Up That Love’–succeeds not only in presenting the product in a fun and engaging way but also in building brand love for Popeyes as an entertaining and creative brand. 

Lien Sterkens, head of content at Happiness Saigon, said, “Audiences nowadays want to be entertained. Instead of competing in a saturated market of promoting new menu items, we let Popeyes create their own category: a dating show. The shift from brand to content creator is an important one for Popeyes in 2023.”

This is Happiness Saigon’s recent work with Popeyes Singapore, the previous one being related to launching a hotline to allow the customer to vent out their woes in exchange for chicken.

Singapore – Popeyes in Singapore has launched a new campaign to promote its new Buttermilk Chicken Nuggets—in a rather quirky way. The catch? The chain invites Singaporeans to call its hotline and bare their life vents and complaints, in exchange for chicken.

Conceptualised alongside creative consultancy agency Happiness Saigon, a hotline was set up which gives callers a six-piece chicken nugget order for free.

Jazz Tonna, partner and creative director at Happiness Saigon, said, “We know people love to vent about life’s little problems. It makes you feel better. With stress levels rising globally and good food being proven to reduce stress, we set up the Popeyes Chicken Hotline. Now when life gives you problems, Popeyes gives you chicken.”

Happiness Saigon is also the agency behind a recent campaign with Carlsberg in Vietnam, which rewards someone with a free pint of Carlsberg beer if they manage to say the brand name right. 

Vietnam – As Vietnamese find themselves having a hard time to pronounce the brand name ‘Carlsberg’ locally, the popular beer brand has teamed up with Happiness Saigon and BLISS Maker Studios to launch an AI that rewards bypassers with a free beer if they manage to say Carlsberg the right way. 

The AI was built using voice inputs from hundreds of people pronouncing ‘Car-z-berg’ and was trained to distinguish the most accurate entries possible. The Carlsberg AI doesn’t just power the voice activated tap, it also powers the campaign website.

In addition, a social video of the on ground activation, billboards across the city of Ho Chi Minh, YouTube pre-roll, and Spotify ads all lead to the microsite carlsberg.com.vn/vn where anyone in Vietnam can attempt to nail the difficult name themselves and win some ice cold beer.

“Carlsberg is one of the leading brewing companies in the world today. This year they are celebrating 175 years as ‘probably the best beer in the world’. But before doing that, the brand needs to properly (re)introduce themselves to the Vietnam market. A market where their unique name is practically unknown,” according to a press statement.

Meanwhile, Hoàng Vũ Hải, brand manager at Carlsberg Vietnam, commented, “Working on carlsberg for all these years, our team realised something: it is so difficult to pronounce. So difficult in fact, we want to reward anyone who can pull it off with a complimentary beer. We think it’s a fun and smart way to increase brand recognition and product trial, especially for the launch of the new product in Vietnam.”