About Xanh SM
As a pioneer in the electric ride-hailing sector, Xanh SM was founded in 2022 and quickly rose to the top of transportation apps on both the App Store and Google Play in Vietnam, making an impressive presence in the domestic market.
Building on this momentum, Xanh SM made a bold move in November 2023, officially entering the Lao market – marking its first step toward international expansion.
Customer needs
Since its launch in Laos in November 2023, Xanh SM has introduced a fresh, modern alternative to traditional modes of transport. Where people once relied heavily on conventional taxis and motorbike services, smart electric taxi service are now becoming the preferred choice — with 78% of rides booked directly through the app. To date, Xanh SM has expanded its presence to four major cities across the country: Vientiane, Vang Vieng, Savannakhet, and Champasak.
To strengthen brand awareness and deepen its cultural connection with users, Xanh SM is launching the “Water Festival” campaign during Lao New Year 2025 — blending traditional culture with a modern digital experience.This initiative not only serves as a gesture of appreciation to Lao’s users but also aims to leave a memorable impression, bringing the brand closer to everyday life while celebrating and honoring cultural heritage in a vibrant, meaningful way.
Implementation Scope
As a long-standing partner of Xanh SM throughout previous campaigns, TriplayZ was proud to once again bring a fresh, interactive experience to the table — one that introduced new, distinctive elements and aligned with the brand’s growing evolution.
Concept Development & Game Mechanism Design
Inspired by the Bunpimay Festival – the most important traditional holiday in Laos symbolizing renewal and good fortune – the campaign reimagines the iconic “water splashing” ritual through a digital lens. The game featured water guns and lively gameplay, blending fun and festivity with a strong cultural undertone. This allowed users not only to immerse themselves in the festive spirit, but also to engage with meaningful traditions in a modern and approachable way.
Skill-Based Rewards Mechanism
To earn rewards, players had to fill a progress bar by hitting various moving targets with water balloons. Each target carried different point values, encouraging players to think strategically before each shot — as every shot cost one play. This mechanic made the game both entertaining and mentally engaging, striking a balance between fun and challenge.
Campaign Exclusivity
The “Water Splash Festival” was an exclusive campaign tailored specifically for customers in Laos, launched during the Bunpimay New Year celebration. Drawing on its extensive experience with Xanh SM across multiple campaigns, TriplayZ swiftly crafted a well-aligned strategy and developed a modern, interactive gameplay experience. Seamless integration with the existing app ecosystem further enhanced the user journey and helped drive real-time behavioral conversion within the platform.
Result
- Increased Brand Visibility: The campaign helped Xanh SM build a stronger local presence and reach users more organically.
- Higher User Engagement: The progressive gameplay mechanics motivated repeat interaction and kept users coming back.
- New User Acquisition: The campaign’s fresh and festive execution helped Xanh SM stand out during peak celebration season, supporting its marketing objectives.
- Cultural Appreciation: By honoring local customs, Xanh SM demonstrated genuine respect for Lao culture – reinforcing its image as a brand that listens, connects, and integrates with the community.
The technology we used in this project
Integration with Xanh SM App
Skill-based reward system
Game Development
