Biti's TVC campaign, "Go to Return," has been a success, transforming its series of TV commercials into a sustainable brand promotion tool year after year. What is Biti's formula for success? Let's explore Biti's impressive TVCs with Right Media, helping the brand grow stronger.
From "Cherishing Vietnamese feet" to a brand revolution.
Biti's is one of the oldest and most well-known brands in Vietnam. However, the brand's previous advertising strategies were relatively uninnovative and unremarkable. Among them, the campaign with the million-dollar slogan "Cherishing Vietnamese feet" was one of the classic advertisements at the time.
To better understand Biti's groundbreaking transformation, we will help you decipher the brand's journey through the summary below:
In the midst of a nascent market, Biti's TV commercial, featuring a multi-generational family traveling together across the country, from the mountains to the plains, struck a chord with national pride. It wasn't just about selling a pair of durable sandals; it was about a commitment to quality Vietnamese products, a deep connection to the people and the country. This TV commercial elevated Biti's to the status of a national brand, an irreplaceable icon.
However, as time went on, consumer tastes changed. The influx of international brands like Nike and Adidas, along with the rise of dynamic local brands, caused Biti's to gradually lose its appeal to young people. Biti's image became typecast as a "parents' brand," durable but not fashionable.
Although the quality of the product remained, the brand story had become outdated and no longer connected with the new generation. Biti's faced a huge challenge: how to be reborn, to once again become fashionable and desirable? They needed a boost, and the weapon they chose was groundbreaking Biti's TV commercial campaigns, starting with the Biti's Hunter product line.
These Bitis TVC designs are creating a breakthrough.
Biti's transformation began with a complete shift in its advertising philosophy. Instead of intruding on the audience's entertainment experience, they transformed advertising into a sought-after entertainment product. Notable Biti's TV commercials that have accompanied consumers over the years include:
1. The explosive success of Son Tung M-TP in the music video "Lac Troi" (2017)
This is not a traditional TV commercial, but a Product Placement move that lays the foundation for a new era for Biti's.
- Context and form: At exactly midnight on January 1st, 2017, as the whole country was celebrating the New Year, Son Tung M-TP released his historical-themed music video "Lac Troi" (Drifting Away). Amidst the eerie scenes, a pair of modern sneakers unexpectedly appeared on the feet of the royal character. This contrast immediately created a media sensation.
- Valuable insights: Biti's understands that young people might skip a 30-second TV commercial, but they are willing to spend hours racking up views for their idols' music videos.
- Impact: The Biti's Hunter shoes only appeared for a few seconds but quickly became the hottest topic of discussion on social media. Hashtags like "#teamđi" and "#giàySơnTùng" flooded the internet. Biti's website crashed due to overload, and the Biti's Hunter line sold out everywhere. This was the signal for an even more spectacular comeback.
The "Go to Return" campaign helped Biti's grow stronger.
2. The "Going Away to Return" Series – A Symphony of Emotions for Every Tet Holiday
If "Lac Troi" was a groundbreaking hit, then the "Di De Tro Ve" series is a long-term, persistent, and highly successful brand campaign in the history of Vietnamese advertising. Biti's skillfully "conquered" a deeply sacred emotional space for Vietnamese people, targeting the message of returning home for Tet (Lunar New Year) for everyone, especially those living far from home.
The advertisements, integrated into catchy music videos, brought unprecedented success to Biti's:
- “Going Away to Come Back 1 & 2” (Soobin Hoang Son): The first two seasons exploited an invaluable insight into young people: the conflict between the desire to explore the world ("go") and the love for family ("return"). The lyrics "Go far away to return" became a catchphrase for an entire generation. Biti's TVCs were no longer just shoe advertisements, but musical films telling the stories of young people themselves, transforming Biti's Hunter shoes into companions on every journey of youth.
- “Going Away to Come Back 3” (Soobin Hoang Son & Da LAB): The campaign began to have more depth. The message was expanded: “Home” is not just a place, but also loved ones, familiar places, and oneself. This maturity in the message shows that Biti's is growing alongside its customers.
- Subsequent seasons and consistency: With the participation of many other artists such as Huong Tram and Phan Manh Quynh, the campaign continues to explore fresh perspectives on returning home. “Go to Return” is no longer just a campaign; it has become a “brand” of Tet, a spiritual treat eagerly awaited by young people every year. Biti's has successfully linked its brand image with the most sacred moment of the year for Vietnamese people.
3. The "Proudly Made in Vietnam" Campaign – National Pride
Inheriting and upgrading the legacy of "Cherishing Vietnamese Feet," Biti's continues to affirm its pride in Vietnamese products with this campaign, launching shoe designs inspired by the country's distinctive culture and landmarks. The promotional videos and images not only showcase the products but also present artistic works celebrating the beauty of Vietnam in a stylish and modern way, from Cai Luong (Vietnamese traditional opera) to street food.
Unraveling the formula for success behind every Bitis TVC
Biti's success is not due to luck. It stems from a carefully calculated formula, combining deep understanding and groundbreaking execution strategies. Specifically:
- Storytelling based on "invaluable" insights: Biti's has proven that they don't sell shoes, they sell stories. They don't start with products; they start with researching and understanding the deepest thoughts, anxieties, and inner conflicts of the younger generation. From there, they weave stories in which everyone can see a part of themselves.
- Music Marketing – Turning advertisements into hits: This was a game-changing, brilliant move. Instead of spending huge sums on traditional TV commercials, Biti's invested in producing or collaborating with high-quality music videos. They transformed advertising into an entertainment product that the public actively sought out, shared, and loved, creating a massive, natural viral effect.
- Choosing strategic KOLs/Influencers: Biti's doesn't choose its brand ambassadors randomly. Son Tung M-TP represents unconventionality and trendiness, while Soobin Hoang Son brings a warm, approachable image, perfectly suited to the family story. Each KOL chosen has a personal image and story that perfectly aligns with the message the campaign aims to convey.
- Be consistent and persistent with the overarching message: The success of the "Go to Return" series is the clearest proof. Biti's doesn't jump from one message to another. They persistently pursue one big idea over the years, nurturing it, developing it, and turning it into an invaluable brand asset.
Lessons from Bitis and the future of advertising in Vietnam.
Biti's miraculous story has left many valuable lessons for Vietnamese brands and reshaped the face of the advertising industry:
- The biggest lesson: Always start with a deep understanding of the customer (customer insight). A good product is a necessary condition, but a story that touches the heart is the sufficient condition.
- Dare to change and reinvent yourself: Established brands need to be brave enough to shed their old image, listen to the younger generation, and constantly reinvent their story.
- Honoring and promoting indigenous cultural values: Biti's has proven that the "Vietnamese" element, when exploited in a sophisticated and modern way, can create an extremely powerful synergistic effect.
The success of the Bitis TVC model has spurred a new trend in the industry: the trend of combining branding and entertainment (Branded Content), where advertising is no longer a nuisance, but a welcome experience.
From a once-iconic icon to a symbol of innovation and understanding for the new generation, Biti's has written one of the most compelling marketing stories in Vietnam. The vehicle for this magical journey is Biti's TV commercials – films that have broken all old rules to create new standards.
These campaigns not only helped Biti's sell millions of pairs of shoes. More importantly, they gained something infinitely more valuable: the love, connection, and loyalty of an entire new generation of consumers, once again proudly and confidently embodying the spirit of "Cherishing Vietnamese Feet."
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