"Siren Calling" took place on 2/8 at Saigon Riverbank Park in Ho Chi Minh City. A Starbucks Vietnam representative said that as events increasingly become an intersection of art, technology, and brand experience, Starbucks chose music as the language to connect with young people.
"Organizing this concert is not only a new step for the brand in its journey of creating customer experiences but also demonstrates our continuous efforts in our localization strategy - connecting more deeply with Vietnamese culture, tastes, and lifestyles," the representative said.
With the message "Brew the beats, 'ket' the souls" (roughly translated: Brew melodies, connect souls), the brand aimed to create an entertaining night of music, aiming to build an emotional connection between Starbucks and its young Vietnamese customer base.
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The "Siren Calling" concert promises to be a point of emotional connection between Starbucks and the young Vietnamese customer generation. Photo: Starbucks |
The "Siren Calling" concert promises to be a point of emotional connection between Starbucks and the young Vietnamese customer generation. Photo: Starbucks
This concert also served as a connection point between Starbucks and major domestic and international brands: Visa, Sacombank, ShopeeFood, CGV, and UrBox. These partners accompanied Starbucks throughout the campaign, from online activities like ticket giveaway minigames to interactive booths at the event, offering attendees diverse and engaging experiences.
Leading up to the event, Sacombank offered concert tickets to customers who opened new Sacombank Visa credit cards. This was an opportunity for Starbucks, Visa, and Sacombank to connect with young people through music and the exciting moments of the concert.
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Outdoor advertisements for the Siren Calling concert appeared at Nguyen Hue Walking Street. Photo: Starbucks |
Outdoor advertisements for the Siren Calling concert appeared at Nguyen Hue Walking Street. Photo: Starbucks
In recent days, Starbucks Vietnam impressed passersby with a series of outdoor billboards at Nguyen Hue Walking Street, creating a unique visual effect with the image of a siren swimming across multiple LED billboards.
In addition, on social media platforms, communication activities targeting the fan communities of the artists were also vibrant. Interactive activities such as crossword puzzles and writing love letters to idols were implemented within these fan communities. As a result, fans had the opportunity to win tickets to see their idols and also became "media channels" spreading excitement for the event.
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The stage is being spectacularly set up to welcome the audience. Photo: Starbucks |
The stage is being spectacularly set up to welcome the audience. Photo: Starbucks
A Starbucks Vietnam representative revealed that attendees will experience an outdoor stage by the Saigon River with a modern sound and light system, combined with water effects, fireworks, drone shows, and a 16-meter-high LED screen, ensuring every audience member can clearly see the performances and fully enjoy the concert.
The lineup of V-pop artists participating in the program includes: Truc Nhan, Chi Pu, Hieu Thu Hai, Mono, Chillies, Phap Kieu, MC Trung Coffee, MC Tuyen Tang, DJ VA, and MC Goku. The artists will perform their recent hits. Attendees will also have the opportunity to participate in a series of interactive activities: taking backstage photos, receiving autographed gifts, and interacting directly with the artists on stage.
"Siren Calling" also offers a multi-dimensional connection space with various experiential activities. The audience can visit the Starbucks booth to enjoy best-selling drinks, take photos at the photo booth, explore exciting game areas, and visit partner booths to receive attractive gifts.
Hai My
