Masan · 2018
THE GAP
After the relaunch, Wake-Up 247 needed to stay relevant.
The enemy was already defined — post-lunch dullness.
Now it had to stay memorable.
THE INSIGHT
Post-lunch lethargy doesn’t creep in.
It hits.
Suddenly.
Relentlessly.
At the worst possible moment.
THE MOVE
Make the enemy unforgettable.
If timing was the problem, timing would be the message.
THE IDEA
Tick-Tock.
A catchy, nursery-rhyme-inspired jingle paired with exaggerated, relatable scenarios — where post-lunch dullness strikes so hard it risks productivity, dignity, even jobs.
Comedy carried the truth.
Repetition made it stick.
The post-lunch enemy lives on — now measured by the clock.
THE OUTCOME
The campaign became a fan favourite.
• The jingle gained strong recall and following
• Reinforced Wake-Up 247’s ownership of the post-lunch moment
• Further strengthened market penetration
Wake-Up 247 rose to become the second most preferred energy drink in Vietnam in a short time.
Not by changing the message.
By sharpening the moment.
The ‘Tick-Tock’ Campaign
Masan · 2018
THE GAP
After the relaunch, Wake-Up 247 needed to stay relevant.
The enemy was already defined — post-lunch dullness.
Now it had to stay memorable.
THE INSIGHT
Post-lunch lethargy doesn’t creep in.
It hits.
Suddenly.
Relentlessly.
At the worst possible moment.
THE MOVE
Make the enemy unforgettable.
If timing was the problem, timing would be the message.
THE IDEA
Tick-Tock.
A catchy, nursery-rhyme-inspired jingle paired with exaggerated, relatable scenarios — where post-lunch dullness strikes so hard it risks productivity, dignity, even jobs.
Comedy carried the truth.
Repetition made it stick.
The post-lunch enemy lives on — now measured by the clock.
THE OUTCOME
The campaign became a fan favourite.
• The jingle gained strong recall and following
• Reinforced Wake-Up 247’s ownership of the post-lunch moment
• Further strengthened market penetration
Wake-Up 247 rose to become the second most preferred energy drink in Vietnam in a short time.
Not by changing the message.
By sharpening the moment.
