Bringing Xanh SM’s 2nd Birthday Celebration Across Vietnam with “Xanh On All Routes All Yours”
As a pioneer in smart electric ride-hailing services, Xanh SM was founded in 2022 with a robust electric vehicle fleet and top-tier customer service, catering to the diverse needs of the Vietnamese population. The brand quickly rose to become a leading ride-hailing app on both the App Store and Google Play, solidifying its presence in a rapidly evolving market.
Customer Needs
To mark its second anniversary, Xanh SM aims to launch an engaging and long-term gamification initiative within its app. This activity not only serves as a token of gratitude to loyal customers but also enhances awareness of the various electric vehicles currently operated by drivers on the platform.
Furthermore, as Xanh SM continues expanding across provinces nationwide, this campaign is built around a unifying message of connection across regions, while highlighting the brand’s ambitious vision for future growth.
Implementation Scope
As the creative partner behind Xanh SM’s previous birthday campaign, TriPlayZ is proud to return with a fresh, more dynamic interactive experience that aligns with the brand’s ongoing evolution.
Concept Development & Game Mechanism Design
The campaign adopts a “Discovery Vietnam” creative concept, linking 14 provinces where Xanh SM operates through an exploration journey. The game features a fun vehicle-matching mechanic where users combine identical vehicles to unlock higher-tier VinFast electric cars – those currently offered via Xanh SM’s booking and rental services.
Reward System: Randomized & Progress-Based
From March 20 to April 20, the birthday campaign allows users to play daily to earn “car unlocks” and randomly receive vehicles to complete missions in each region. Prizes appear either during gifts opening or as rewards for completing province-specific tasks.
Deep Integration with the Xanh SM App
With extensive experience running past campaigns for Xanh SM, we were able to quickly craft an effective interactive marketing strategy. The strong integration with in-app features ensures a seamless user experience and enhances customer engagement and conversion.
Results
- Brand Message Amplification: The campaign boosts Xanh SM's brand visibility and reinforces its growing presence in the market.
- Improved User Retention: The progressive gameplay keeps users engaged over time, increasing app retention rates..
- New User Acquisition: The campaign drives user conversion through distinctive, fast-paced marketing initiatives.
- Customer Bonding: The brand reaffirms its commitment to its "5 Xanh Promises," demonstrating continued support for its user community.
