more than just an energy drink, Rockstar came in with the energy of the younger generation of the blue collars – the gang who enjoy working hard and living to the fullest.
this raises an undeniable insight for the product and this category target audience
ENDURANCE
rockstar is daily life chores and crisis.
rockstar is the doer among those dreamers.
rockstar is real. rockstar is relevant.
rockstar was born to redefine the category, challenging the “big guy” of the industry:
instant boost is never enough
positivity is not the one that gets sh*t done
endurance carries it all.
so we proudly introduced
#BềnTớiBến
it can be understood as either “keep your durability till the end/till things are done”
or “the maximum durability”.
how do we make a grand entrance?
they call us “nước tăng lực” (energy drink)
we rockstar gives you the long-lasting energy to endure hardship.
so it’s time to call Rockstar Rockstar’s way – nước bền lực (endurance drink).
We expect different opinions,
some will be curious and excited about it;
some might think we are too daring.
But we don’t mind, after all, they talk about us.
but if you think we’re done hijacking the category…
Normally, people will type “Nước tăng lực Rockstar” on the search bar.
With the help of Google’s correction, Google will ask “Did you mean Nước bền lực Rockstar?”
This triggers even more curiosity for user to learn more about Rockstar.
and if you’re wondering where we’re gonna hack next…
an easy promo to get one first free rockstar:
-step 1: users scan qr code on banners, taking them to a virtual one but with a line crossing over “tăng” to replace with “bền”.
-step 2: users share the /screenshot to receive a free rockstar.
besides, we were planning to film contextual content series for rockstar to perfectly reflect the daily life of our target audience.
#the-multi-shipper
open with a shipper loading parcels in the morning. as he rides, a line appears to match cut with the scene he is riding in the evening.
super/vo: bền…
camera captures side view, we see the line crosses the screen, showing the morning-parcels in the front and revealing an evening-passenger on the back.
telling he is both a shipper and a technology driver.
super/vo: …tới bến!
close up shot at his face, the line moves to show his morning and evening expression are the same – happy. end frame, product and tagline appear.
#the-fulltime-builder
open with a builder at the construction site, in the morning. As his arm reaches out for the brick, a line appears to match cut with the scene of his arm holding a little piece of wood, handing to his son, in the evening.
super/vo: bền…
cut to a close up shot, we see the line crosses the screen, showing him carefully coating the cement to mending the roof for his son’s mini house.
telling he is a full time builder, at both work and home.
super/vo: …tới bến!
close-up shot at his face, the line moves to show his morning and evening expression are the same – happy. end frame, product and tagline appear.
so that’s was the big entrance we were hoping and dying to sell.
However, we end up doing social contents, promoting engagement and this Rockstar on the road kinda bop!
lyrics:
đường dài nên ta cứ thong thả
không có việc gì vội làm sao phải đon đả
khui một lon Rockstar là tuyệt vời hơn cả
đưa ta tiến về phía trước, đằng sau khói vẫn cứ nhả
rockstar, uống vào là bền sức
đi đường xa giúp ta tỉnh táo bền dai
bền chí hiên ngang mà ta lái
rockstar giúp tài xế ta bền bỉ
rockstar cho ta sức bền
rockstar cho ta sức bền
mệt thì mình uống Rockstar
đường còn xa thì mình uống Rockstar
(x2)
rockstar cho ta sức bền
rockstar cho ta sức bền
lyrics:
the road is long, so let’s take it easy
there’s no rush to do anything
opening with Rockstar is the best of all
take me forward, behind is the smoke
rockstar, stay endurable as we drink
traveling long distances, still awake
courageously brave that we drive
rockstar helps us drivers to endure
rockstar gives us endurance
rockstar gives us endurance
tired? drink Rockstar
long way to go? drink Rockstar
(x2)
rockstar gives us endurance
rockstar gives us endurance
this beat has been rocking on radio ever since.
hope one of us can tune into it someday.
copywriter: linh le, chau huynh, linh nguyen
art director: chinh nguyen
chau huynh 
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