THE LONG-LASTING ENERGY

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.