“Embrace every step”
From the very first day of having only 20 workers specialized in manufacturing rubber sandals to today’s brand name “The Vietnamese shoes” with thousands of outlets nationwide, Biti’s has declared its prime position in the market and left behind a record of intangible values throughout its long journey of 33 years embracing every Vietnamese step.
“Di de tro ve”, featuring singer Soobin Hoang Son and the appearance of a novel sub-brand “Biti’s Hunter”, has turned the Internet upside-down and become one of the most popular media campaigns. It also blew up the total revenue by 250% at the end of season 2 and was atop of the Youtube Ads Leader Tet for both 2017 and 2018.
So, what’s the secret behind this extraordinary success? Let’s break it down into smaller pieces.
A SUMMARY OF THE CAMPAIGN
At the end of 2016, despite facing a limited budget and being a newbie in the marketing field of the Tet holiday season, Biti’s had collaborated with Dentsu Redder - one of the three brand agencies of Dentsu in Vietnam to create a unique and ground-breaking media campaign, helping to raise people’s awareness of Biti’s Hunter sub-brand.
Being a brand specializing in sport's shoes, the whole campaign focused on emphasizing the “Going is experiencing” factor which went beyond the sole experience of trying on Biti’s products. It was the transformation of the inner soul, the new lesson learned after every journey, and the maturity imprinted under every step of those worn-out shoes (the last scene of “Di de tro ve.”)
“You have to come back. Go further to discover better, to experience more, to grow up, and to know how to treasure every reunion and its journey. Go far to come back!” (Brands Vietnam.)
With a very limited budget, Biti’s didn’t invest much in offline events, but instead, focused on the virtual world to trigger the media and boost interaction. In particular, with only 100.000 - 500.000 USD (according to Brands Vietnam) for both seasons, Biti’sxRedder hit a homerun with the product placement in Son Tung’s MC “Lac Troi” and the fierce discussion on social media of the two hashtags: #teamdi - #teamve. The second campaign was also executed quickly with the release of “Di de tro ve 2” MV and the contest “Sharing the most meaningful journey of the year - Begin your ‘Go to come back’ journey with Biti’s Hunter” that gained about 12.000 participations and shares.
THIS YEAR’S NEW YEAR, HOW FAR SHOULD WE BE FROM HOME?
“According to a survey of Biti’s, there are about 87000 discussions about the topic of “Travelling or Going home” on the media platform. Especially during the Tet Holiday, young people are very enthusiastic to debate the question of whether to go on a trip or go home with family.” (BrandsVietnam)
With the slogan “Go to come back,” Biti’sxRedder concluded the entire two seasons of the campaign with one word “experience.” Similar to the way Samsung embraced all the petty concerns between “work and play” in the “The Strange Tailor Shop” ad, Biti’s perfectly caught the frequency of every mind who had to choose between family and work, to decide whether to come home for Tet or not.
In 2019, even though not as cheerful and popular as Mirinda’s MV “Aiiii chuyen cu ban khong?,” the short film “A Special Journey of Tet'' was still a sensation that touched the hearts of many people living far away from home. Despite being very short, the film effectively delivered its message about this traditional holiday:
“It’s never too far to go home because when you come home, you bring Tet home.”
“Why do you go away? So that you can come back. So that you can see the place you came from with new eyes and extra colors. And the people there see you differently, too. Coming back to where you started is not the same as never leaving.” ― Terry Pratchett, A Hat Full of Sky
“Go to come back” brought back not only an extraordinary marketing result with over 170 million brand mentions when Soobin Hoang Son MV was first released in season 1, but also accompanied by an increase in sales (exceeding 300% sales target just within 7 days.) Moreover, by capturing the demographic and concerns of customers, the campaign has deeply imprinted into customers’ minds a friendly and considerate image of Biti’s.
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Credits for API's Team:
Content: (in Vietnamese) Van Thanh.
Translation: (in English) Thanh Hai.
Cover photo: Viet Huy.
For any concern, please contact:
Hotline: (+84)938327709 (Van Thanh Mr.)
(+84)702440636 (Giang Dang Ms.)
Brands Vietnam. (n.d.). Campaign: Bitis - Đi để trở về. Retrieved December 17, 2020, from https://www.brandsvietnam.com/campaign/209-Bitis-Di-de-tro-ve