Your Be-stie On Any Road – be Vietnam | Clapboard Ad Archive

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Your Be-stie On Any Road - be | Clapboard Ad Archive

Your Be-stie On Any Road marks a pivotal brand refresh for be, Vietnam’s leading multi-service platform, as it seeks to reframe its role from transactional service provider to indispensable daily companion across the electronics, technology, and transport sectors. Developed in partnership with Dentsu and Dentsu Redder, the campaign leverages a contemporary insight: users demand not just streamlined logistics but genuine emotional assurance and everyday reliability from the digital platforms woven into their routines. The creative anchors be as a bestie on any road, anthropomorphizing the brand as a steadfast, ever-ready ally rather than simply a faceless app—a device squarely aligned with what Clapboard's taxonomy would classify as FORMAT#9—Symbolize the Benefit, translating intangible service promises into the universal language of friendship, trust, and delight. The campaign narrative is assertively user-centric, shifting the conversation from technology-as-tool to technology-as-partner by illustrating how be, with its robust ecosystem of over 13 integrated services, meets the unpredictable demands of Vietnamese consumers in 28 provinces, regardless of weather or time. Film and content pieces deliver this metaphor with emotive resonance, eschewing feature lists or process demonstrations in favor of bold storytelling that positions waiting, inconvenience, and uncertainty as relics of a pre-be era. Strategically, be stakes out territory defined by personal connection and daily loyalty, sidestepping the rational promise of efficiency claimed by regional heavyweights like Grab, Gojek, and MoMo, and instead elevating brand meaning through narrative cues designed for deeper engagement among tech-savvy, experience-oriented audiences. The campaign’s visual and symbolic language reinforces be’s objective of holistic service, transforming otherwise mundane interactions—from booking a ride to receiving a delivery—into small moments of delight and reassurance, thereby solidifying consumer perception of be as the partner who always shows up, rain or shine. With video content surpassing 936,000 views, the campaign demonstrates significant reach and resonance, reflecting the Vietnamese market’s appetite for emotionally intelligent branding that cuts through category noise. Clapboard rates this 63/100. As Vietnamese brands mature in an aggressively competitive super-app landscape, Your Be-stie On Any Road signals a decisive evolution toward emotive differentiation, where the lived human experience—not feature parity—defines the next era of customer allegiance.

Credits

Client

be

Agency

Dentsu, Dentsu Redder, Vietnam

Production House

Little Red Ants Saigon

Director

Kang Li, Thanh Tran

Category Mind Map

48%

The campaign "Your Be-stie On Any Road" for the Vietnamese multi-service platform be positions the brand as more than just an app or conventional service provider; it aims to establish be as a dependable daily companion that seamlessly supports users across various aspects of their routine. Emphasizing a holistic ecosystem with over 13 integrated services spanning electronics, technology, and transport, the campaign communicates be's value proposition of reliability and convenience, reducing everyday friction such as waiting or uncertainty regardless of time or weather conditions. Strategically, the campaign leverages an emotional and narrative approach, tapping into the insight that modern consumers seek trusted partners that simplify and enhance their daily lives rather than transactional interactions. By portraying be as a "bestie"—a loyal, ever-present ally—the campaign personalizes the brand experience and encourages deeper engagement across its geographically extensive footprint covering 28 provinces and cities. The messaging underscores responsiveness and comprehensive service access, effectively addressing common pain points such as delays and unpredictability in both transportation and daily errands. This approach is amplified through an integrated media format combining content and film, designed to resonate with a tech-savvy Vietnamese audience who values both practical efficiency and brand authenticity in their choice of service platforms.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign positions the be platform as more than just an app or service—it’s depicted as a “bestie on any road,” a reliable daily companion there for users regardless of weather, time, or circumstance. The creative device anthropomorphizes be as a caring friend, symbolically conveying the emotional and practical benefits of the multi-service platform rather than just listing its features or showing functionality. The use of the “bestie” metaphor, along with narrative cues around support and delight in everyday experiences, leans strongly into representing be’s positive impact through symbolic language and imagery rather than literal demonstration or problem-solution storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Grab – Market Positioning Grab is Southeast Asia’s dominant super app, integrating ride-hailing, delivery, and digital payments. It positions itself as a convenience-driven lifestyle platform, emphasizing reliability, broad service offerings, and seamless user experience to be a one-stop solution for daily needs, including transport and financial services. 2. Gojek – Market Positioning Gojek differentiates through its comprehensive suite of on-demand services, combining transportation, food delivery, and digital payments with a strong focus on local community empowerment and supporting small businesses. Its strategy highlights user engagement via ecosystem integration and localized, socially conscious branding. 3. MoMo – Market Positioning MoMo positions itself primarily as a leading mobile wallet and digital payments platform in Vietnam, expanding into transportation and lifestyle services. It leverages financial technology to create a secure, user-friendly ecosystem that bridges everyday payments with broader service accessibility, focusing on convenience and trust. 4. VinFast – Market Positioning VinFast, as Vietnam’s automotive and electric vehicle manufacturer, uniquely integrates technology with sustainable transportation solutions. It markets itself on innovation, quality, and national pride, aiming to transform Vietnam’s mobility landscape with smart, eco-friendly vehicles and connected technology. 5. Beamin – Market Positioning Beamin is a local Vietnamese on-demand delivery platform specializing in fast, reliable food and goods delivery. It differentiates through hyper-localized service, focusing on customer responsiveness, affordability, and speed to capture urban consumers looking for convenience within Vietnam’s growing digital economy.

Q: What is Your Be-stie On Any Road about? A: Your Be-stie On Any Road is a 2022 campaign created by Dentsu and Dentsu Redder for be, Vietnam’s leading multi-service platform. Developed as part of a brand refresh, the campaign targets the Vietnamese market and positions be as more than just an app or service provider. Instead, it presents be as a dependable daily companion—your “bestie”—who is always ready to support users across a wide range of needs, from transport to technology. The campaign leverages integrated media, including film and content, to communicate be’s holistic ecosystem of over 13 services available in 28 provinces nationwide. Q: What creative device does Your Be-stie On Any Road use? A: Your Be-stie On Any Road employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This creative device uses symbols and exaggerated visuals to represent the product’s positive impact, rather than relying on literal demonstrations or functional explanations. In this campaign, be is anthropomorphized as a caring “bestie,” symbolically conveying the emotional and practical benefits of the platform. The narrative and visual cues focus on support, delight, and companionship, reinforcing be’s role as a reliable partner in everyday life through metaphor and imagery. Q: What is the campaign proposition for Your Be-stie On Any Road? A: The campaign proposition for Your Be-stie On Any Road centers on positioning be as a trusted, ever-present companion that simplifies and enhances daily routines for Vietnamese consumers. By emphasizing reliability, convenience, and emotional connection, be aims to move beyond transactional service to become an integral part of users’ lives. The messaging targets a tech-savvy audience seeking seamless, comprehensive solutions across transport, electronics, and technology, addressing common pain points like waiting and unpredictability. This strategic approach underscores be’s commitment to making everyday experiences smoother, more enjoyable, and worry-free. Q: How does Your Be-stie On Any Road rank in Clapboard's archive? A: In Clapboard’s global ad archive, Your Be-stie On Any Road holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in be's category? A: In the Vietnamese multi-service platform category, be faces competition from several key players. Grab dominates Southeast Asia as a super app focused on convenience and a seamless lifestyle experience. Gojek differentiates itself through a broad suite of on-demand services and a strong emphasis on local community empowerment. MoMo leads in digital payments and is expanding into lifestyle and transport, prioritizing security and user trust. VinFast stands out as an automotive and electric vehicle innovator, integrating technology with sustainability. Beamin specializes in hyper-localized, fast delivery, targeting urban consumers seeking speed and affordability within Vietnam’s digital economy.