ROCKSTAR ENERGY VIETNAM 2022

Credits

Client: Suntory Pepsico Vietnam Beverage - Rockstar Energy

Agency: DINOSAUR VIETNAM

Creatives: Trong Nguyen, Hung Nguyen, Huy Nguyen, Minh Nguyen, Nhat Minh Nguyen, Thao Nguyen, Thao Nguyen Nguyen

Visualizer: Ai Vo

Business Development: Ivy Trang Ngo, Hoa Nguyen, Tam Le, Thi Tran

Client & Operation Management: Chau Nguyen, Hien Tran, Vy Tran

Production Supervision: Faster Chef

Production House: Plan A

Challenge
A new energy drink brand from the US, Rockstar Energy, which recently launched in Vietnam, hopes to compete with the market leader by targeting blue-collar workers. The brand's key differentiator is its promise of providing LONG-LASTING ENERGY, and it plans to communicate this message in a disruptive manner to stand out in the market.

Solution
The ability to sustain energy throughout the day can help one smoothly overcome unexpected challenges. Dinosaur has collaborated with Rockstar Energy to develop an innovative approach to showcase this benefit. We created a series of 15-second videos featuring blue-collar workers who continue to work with strength and enthusiasm despite any obstacles. These videos were filmed using a consistent structure so they can be mixed and watched together as an endless chain of videos on YouTube, serving as a metaphor for the LONG-LASTING ENERGY offered by Rockstar Energy.

Each video in the series features the hero opening and drinking a Rockstar Energy can, accompanied by a voiceover and the superimposed text "BỀNNNNNNNNN" (LONG-LASTINGGGGGG ENERGY) that persists throughout the video. This creative approach is consistently used in all the videos to associate Rockstar Energy with the concept of "BỀN" (LONG-LASTING ENERGY) which is easy to recall for consumers. By using this memorable device, Rockstar Energy can create a lasting impression in the minds of their target audience.