Background:
In Cambodia’s fast-paced and highly competitive economic environment, consumers are noticeably choosing mainstream brands over premium brands, a trend known as downtrading. This shift has given mainstream brands a growing advantage, allowing them to dominate the market through their strong presence and affordable pricing. As a result, premium brands like Heineken Cambodia’s ABC Extra Stout faced significant challenges in maintaining their unique appeal, with their brand equity being impacted, especially in declining meaningfulness among urban and rural audiences. Regular consumption among the current core of mature drinkers was also affected.

While ABC had established itself as a legacy brand symbolizing success, the challenge was clear: with a majority of the Cambodian population under 40, ABC needed to evolve to resonate with a younger generation. The goal was to ensure the brand remained relevant to a generation navigating a fast-growing world while maintaining its established identity.

We collaborated closely with Heineken Cambodia’s Consumer & Market Insights team and conducted in-depth research on urban Cambodians in their 20s and 30s. Our aim was to uncover their vision of success—not just through demographics but by engaging with them personally, understanding their challenges, and defining success from their perspective. We discovered that these Cambodians are Lion-hearted Achievers who find fulfillment in achieving their goals, both big and small, and in lifting others along the way. For them, success is holistic and celebrated through the impact they make on those around them.

The Idea:
We needed to convey a sense of success that the new generation can relate to, one that showcased shared pride and shared success, and do it all in an inspiring way. Our focus was to bring this to life through a series of TVCs and side quests that further developed the storytelling instead of being cut down versions of the main TVCs.

This entire campaign was shot in three days, with over a hundred extras. To provide greater authenticity in the storytelling, we shot in actual locations, and when there weren’t any that matched our requirements, we made them. We transformed an abandoned building into a two-storey nightclub to get the exact look and feel.

The story focused on creating a ripple effect that could carry on beyond the screen, inspiring the new generation to follow their dreams in an aspirational way. We used ABC’s distinctive brand assets to strengthen brand recall and continue to appeal to the existing audience. Still, we gave them more purpose by portraying them as catalysts for inspiration instead of mere beauty shots.

We used a variety of equipment and angles to capture the proper sense of allure, aspiration, and inspiration. A phantom camera was used for slow-motion shots to create a certain universal desirability, while a clever use of angles enabled us to recreate a genuine party vibe despite the physical limitations of the set. We pulled out all the stops to tell a story that would ignite a flame of inspiration in every single viewer.

The main story kick-starts this ripple effect, showing how ABC inspires one person to achieve their own success, and their success inspires others to do the same. We begin with a chef, then a fashion designer, followed by a female DJ, and the last protagonist is left somewhat obscured to imply that it could be anyone (You, the viewer) and their success story is yet to be written. This ripple effect is amplified through the 6s side quests, where each behaves like a side story — featuring different perspectives from other people in the main story. By placing multiple protagonists in the spotlight, this campaign shows that inspiration is infinite, just like how expressions of success and its effects are also limitless. Even though Cambodia leans towards more traditional touchpoints, we still brought a digital-first strategy. This is especially important with the new audience being increasingly tech-savvy and connected.

The result is an aspirational TVC that evolved “I can succeed” into “We can succeed”. The different successes featured in the story are intentionally unconventional, appealing to the younger generation with a strong desire to follow their dreams. Through this, we shed light on what’s possible, address their fear of being judged or unaccepted, and invite them to be a part of the ABC Movement.

Results & Impact:
The new “Be Exceptional” campaign successfully uplifted ABC’s brand image, highlighting how creativity and confidence can lead to success. The aspirational message resonated with Cambodia’s younger generation, reflecting their desire to contribute to society while achieving personal success.

Heineken Cambodia’s data revealed that 96% of respondents affirmed the ad’s distinctiveness. Metrics across enjoyment, relevance, and brand differentiation also saw significant improvements. Among the 18-34 age group, message association lifted by 1.6 points, while the 35-65 age group experienced a 1.9-point lift. A notable 3.6-point uplift was observed among women aged 35-44, demonstrating the campaign’s broad appeal across demographics. The 3.1-point average lift in ad recall further emphasized the campaign’s effectiveness in leaving a lasting impression.

Perhaps the most telling result was the 0.3% increase in ABC’s brand power (BGS Q4 2023). This growth reflected the campaign’s success across diverse demographics, particularly in rural areas. Additionally, trial engagements increased, indicating genuine enthusiasm for both ABC Extra Stout and ABC Reserve.

ABC’s strategic evolution has not only safeguarded the brand against the challenges of an evolving market but also positioned it as a beacon of inspiration for Cambodia’s next generation of Lion-hearted Achievers.