How can a start-up grow strong in a market like Vietnam’s where 90% is owned by multinationals? In Vietnam, e-bike brand, Dat Bike, accomplished that by embracing its small business identity. Its campaign by Happiness Saigon, turned Dat Bike’s e-bikes into mobile emergency generators, helping out other small businesses survive the country’s common blackouts.

The campaign, Re:Charge, allowed Dat Bike to make an impact in its market on a start-up budget.And becauseDat Bike’s e-bike batteries are 2 times more powerful than the competition and bi-directional, the campaign also allowed Dat Bike to promote the superiority of the product.

Blackouts in Vietnam have risen 300%. This is especially a problem for the country’s many small business owners, resulting in a serious loss of revenue. Dat Bike’s e-bikes were turned into emergency power generators, helping small business owners to survive during these blackouts. A hotline service was launched to connect the owners with a local Dat Biker and their fully charged e-bike. A full charge of the Dat Bike is able to power the lights and two freezers of a small convenience store for 3-4 hours. Thanks to this initiative, over 200 small business were powered in the first week only. The brand also received a 300% increase in orders.

“We are long past the point where electric vehicles are subpar to combustion vehicles. Unfortunately, the perception remains somewhat different in Vietnam. With Re:Charge, we turned our biggest weakness into a huge strength”, says Jazz Tonna, Partner and Creative Director at Happiness Saigon. 

With $0 spent on PR or media investment, the e-bike brand earned 57% share of conversation.