Alligator Vodka
TREND ANALYSIS
INTRODUCTION
CAMPAIGN ANALYSIS
On Dec 2016, Orion media releases a campaign for Crocodile Vodka with the slogan ‘Vodka Ca Sau – Cam xuc chi co the tot hon’ (Alligator Vodka – Feelings can only be better). The content focused on the humorous side and recreate daily life vibe. The concept of the videos was telling short, unrealistic situation, in which a man holding Alligator Vodka bottle shows up and solves the problems. The campaign quickly caught people attention and went viral after. This paper will now analyze the campaign, campaign result and evaluate the campaign.
Alligator Vodka chose to launch the campaign during Tet holiday, in which season that Vietnamese have large consume in alcohol drink. The main target audience were people use social media and drinks alcohol. The ‘Feelings can only be better‘ campaign included have 2 main videos that contain 4 short 40-second clips. The first video uses a great filming method with great composition and the circumstances are easy to understand. The concept was about people getting stuck in issues that could only solve when they drink to share their feelings while the Crocodile Vodka. The campaign delivered a message that sometimes people need to have to share drinks to understand each other feelings. Moreover, the videos were short, easy to remember and have strong Thailand advertise vibe, which people were into at that time.
7 days after launching, the ad stands in top trend video on Youtube Vietnam. The video receives almost 8 million views on Youtube. The campaign also had a good reaction on Facebook fan pages. On ‘Chuithue’ fan page, the video had over 4,2 million views, over 84 thousand likes, almost 22 thousand comments and 55 thousand shares on the ad itself. The video had at least 100 thousand views on other small pages, after 48 hour launching period (Orion media, 2017). In total, the first video receives over 20 million views. The ‘Feelings can only be better’ campaign became one of the 3 most powerful Viral Campaigns in the 2016 Tet holiday period (Ngan Kim, 2017).
Figure from Younet Media 2017
The second viral video releases in January 2017, advice people drink responsibility. According to Orion media (2017), the first viral video was launched to brand the Alligator Vodka, the next video needs to makes the consumer have a further understanding of the product. Because there was an argument about supporting people to consume unhealthy product like alcohol, the second video must have good public beneficial. Due to Vietnamese bad habit in drinking during the holiday, Orion media choose the time before new year eve to launch the campaign. The slogan for the second video was ‘Drink responsible - Feelings can only be better’, spreading the message that Vietnamese should be careful after consuming alcohol, especially during the Tet holiday. The second video wasn’t as viral as the first video, but still quickly caught audience attention because it contains a good message and makes the consumer have a good impression when notice that the ad came from an alcohol brand. Moreover, the video makes the audience link to the brand Alligator Vodka even though it didn’t contain any image of the product.
The second video had over 11 million views and almost 210 thousand comments, likes 21 days after launching. Social media users have enjoyed the creativities, fun content and meaningful message. The campaign went viral due to the humor and creative concept, strong brand image and create an argument on social media.
Firstly, the ads were creative and humorous story that have strong Vietnamese spirits. For example, in the 3rd screen, the background is a short story called Chi Pheo, which be taught in Vietnamese High School. Orion media changed the bad ending of the story and replace it with a happy ending which the problem been solved by people shares their feelings while drinking the product. The audience was interesting in the campaign because of it quite rare to see tradition Vietnamese tales in an advertisement. Moreover, Thailand ad storyline also is used in the campaign, which fasts and easy to understand.
Next, the campaign was indirectly branding to consumer. Even though the campaign includes 2 viral videos with 2 different messages, but the audience easy hint the connection to the brand. On the first video, the audience was imprinted with the image of a guy in the sailor uniform gives a thumb up after resolving the problem, then shout out the slogan ‘Alligator Vodka – Feelings can only be better’. The guy reappeared on the second video with a slogan ‘Drink responsible - Feelings can only be better’ have similar tone and sound. Therefore, even though the second video didn't contain any Alligator Vodka product, the audience still links to the brand or at least link to the first video.
Finally, there were different ideas of viral advertising alcohol drinks. Vietnamese law only allowed a product that has alcohol concentration less than 15% to publish viral, while Alligator Vodka has 30% alcohol concentration. Some arguments should people support the creativeness of the ads or dislike the product because it supports people to consume alcohol. Both of the videos were deleted on Youtube channel, but still, there was no clear evidence that the campaign had to pay the fine or have to face with the authorities.
The campaign receives the great advantage of time, topic and argument. Moreover, the audience was having fun in recognizing Vietnamese traditional story that was taught in Vietnamese education. There could be more element that involves traditional stories in the video.
CONCLUSION
2016 is a year of development and stiff competition of many different campaigns such as Dien may xanh campaign, Di de tro ve campaign, Momfie campaign, etc. The ‘Feelings can only be better’ campaign became viral because the brand has tight inside and structure and the brand understand what the customer needs. Moreover, the campaign also takes good advantages in people argument, turning the problem into a topic that links to the brand.