7 Bridges X DaNang Boardriders Club
Overview
As the Creative Director at 7 Bridges Brewing Co., I led a strategic marketing initiative that aligned our brand with the DaNang Boardriders Club to support Vietnam's first surf championship. The campaign aimed to increase brand awareness, demonstrate our core values of community building and sustainability, and engage our target market, all within the constraints of a limited budget.
Strategic Approach
Recognising the budget constraints, I prioritised forming a strategic partnership with the DaNang Boardriders Club, an organisation that shares our commitment to community and sustainability. This partnership provided a platform to reach the surf community and align our brand with a highly visible and culturally significant event. By associating with Vietnam's first surf championship, we positioned 7 Bridges Brewing Co. as a supporter of local sports and community initiatives, enhancing our brand credibility and reach.
Sponsorship of Local Talent
To reinforce our commitment to the local community, I allocated funds to sponsor the entry fees of five Vietnamese surfers. This strategic decision not only showcased our dedication to supporting local talent but also positioned 7 Bridges as an advocate for Vietnamese athletes. The success of one of our sponsored surfers, Viet, who became Vietnam’s first surf champion, provided a unique opportunity to amplify our brand’s visibility and reputation.
Celebrating Success with a Special Edition Product
Capitalising on Viet’s victory, I developed a special edition beer can for our "Beach Blonde Ale," featuring his image and story.
This approach served multiple strategic purposes:
Emotional Connection: By celebrating Viet’s achievement, we created an emotional connection with our audience, fostering a sense of pride and community engagement.
Brand Differentiation: The special edition can differentiated our product in the market, attracting attention and generating buzz around the brand.
Cost-Effective Marketing: This initiative was a cost-effective way to leverage a major win, providing lasting brand exposure and reinforcing our values of community support.
Maximising Impact with Limited Resources
Given the low budget, the strategy focused on maximizing impact through strategic choices and leveraging existing resources. By aligning with an event that naturally attracted our target market, we effectively increased brand awareness and demonstrated our core values without significant financial investment.
Long-Term Brand Building
The campaign was designed not only for immediate impact but also for long-term brand building. By establishing 7 Bridges Brewing Co. as a champion of local talent and community initiatives, we reinforced our reputation as a brand committed to making a positive impact. This strategic positioning supports ongoing brand loyalty and engagement, laying the groundwork for future initiatives.
