achievement

Screen Displayed

7.000+

Karaoke Venues

200+

Impressions

5.000.000+

Carabao Product Sold

3.000+

Winners “Bật Nắp Trúng Vàng" Promotion

300+

background

A regional powerhouse looking to win Vietnam

Carabao, a leading energy drink brand from Thailand with over 30% market share and dominant in Cambodia with 80%, entered Vietnam in 2022 and has quickly captured 5–7% market share. Despite strong regional credentials, the brand is still relatively new in the eyes of Vietnamese consumers.

Breaking through in a cluttered, competitive market

Vietnam’s energy drink market is filled with strong local and international players such as Sting, Red Bull, Warrior, and Number 1. These brands dominate consumer mindshare through years of aggressive promotion, high visibility, and deep-rooted brand familiarity.

Early traction beyond the big cities

While Carabao has seen promising growth in provincial areas, its presence remains underdeveloped in major urban centers like Ho Chi Minh City—an essential battleground for nationwide relevance and long-term success.

approach

Main Objective:

To increase brand awareness and product trial for Carabao among young, urban consumers in Ho Chi Minh City by embedding the brand into high-energy karaoke moments

Programmatic Ads via uConnect

Deploy video and banner ads across 200+ karaoke venues in HCMC using uConnect’s programmatic platform - delivering targeted, high-impact messaging during social, high-energy moments.

In-Room Product Placement with iCool

Partner with 19 iCool KTV branches to place Carabao products directly in singing rooms - driving immediate trial and reinforcing brand presence at the point of consumption.

Extend 'Bật Nắp Trúng Vàng' Promotion

Bring the "Bật Nắp Trúng Vàng" campaign into karaoke spaces to encourage product interaction and participation - turning every can into both a drink and a chance to win, boosting engagement and purchase intent.

Target Audience

Urban Gen Z and Millennials (18–30 years old) in Ho Chi Minh City—socially active, entertainment-driven, and seeking energy for nightlife, group activities, and self-expression.