Belgo: Beer Upgrade

Belgo is a premium Belgium craft beer brewed in Vietnam, honoring the rich tradition and history of Belgian brewing. Of course, this means that the craft brews also have a craft price.

How can you convince a country with access to some of the cheapest beer in the world to take a chance on a more expensive brew? A simple discount is boring. We needed something people will talk about.

So, we turned the competition’s accessibility into our advantage - and transformed all cheap beers into currency for Belgo.

That’s right, we turned all mass market beers into a way to pay for ours.

Kicked off with a custom built vending machine that takes cheap beer as payment, and dispenses ice-cold Belgian craft. Popping up across the city, giving people the chance to trial Belgo for the very first time.

The campaign extends to all Belgo tap-houses, allowing guests to pay directly at the bar for a fresh draft craft with a can of the cheap stuff.

The entire campaign took less than $3,000 to produce and earned over 5.7MM impressions across social media and PR. Topping 1MM organic views on social in just a day. With 4x higher engagement per impression than the brands usual content, it became their first piece of viral content ever, earning an estimated $151,000 in media.

The second campaign from Vietnam featured on AdAge.