This Lunar New Year, Number 1 Re-Energises a Once-Legendary Artist to Once Again Be… Number 1

Number 1, one of Vietnam’s most popular energy drinks, set out to show consumers exactly how energising their beverage could be. Could it even make a once-legendary artist… Number 1 again? In a campaign by creative consultancy agency Happiness Saigon, the Vietnamese one-hit-wonder pop star Hồ Quang Hiếu is getting a second chance at rising through the ranks with a remaster of his Lunar New Year hit ‘‘Con Bướm Xuân’.

With over 20 years serving Vietnamese people, Number 1 prides itself on being one of the top energy drinks in Vietnam. Their 300,000+ retailers in all 64 provinces provide energy to millions across Vietnam. 

But how can Number 1 prove they provide Vietnam with the energy it needs for the new year? The brand partnered up with creative consultancy agency Happiness Saigon to show that their drinks are so energising, it can even make a once-legendary artist once again be the number one artist.

The ultimate new beginning is given to Hồ Quang Hiếu - once a well-known Vietnamese Lunar New Year singer with his hit ‘Con Bướm Xuân’ - by putting him back into the limelight this Lunar New Year. But how did the brand, together with creative consultancy agency Happiness Saigon, re-energise a dwindling artist back to the top? 

Firstly, they brought on the acclaimed music producer Nodey to remaster Hồ Quang Hiếu’s hit song into a new and improved version titled ‘Con Bướm Xuân Tái Sinh’, complete with rewritten lyrics to convey the spirit of breakthrough energy and detail his journey of personal transformation. 

Then, Number 1 and Happiness Saigon created a brand new music video for the song, with enhanced production. In the music video, we see Hồ Quang Hiếu escaping from a cocoon to soaring into the sky. This represents his rebirth as the number one artist. 

“Nothing says energy like bringing an old legend back to the top. This is what can happen when creativity meets impactful cultural insights” said Lê Duy Nguyễn, concept provider at Happiness Saigon.

Now, to make sure the hit spreads everywhere, the brand is partnering with over 1000 karaoke lounges to make ‘Con Bướm Xuân Tái Sinh’ the top song on their menus, inviting Vietnamese people to not only listen but also sing his song and feel the energy themselves.

So, if you’re looking to start 2024 with a bang, put on Con Bướm Xuân Tái Sinh and feel the energy of the once-legendary artist becoming Number 1 again.