TCP Community Yards

Vietnam's shortage of open public spaces limits everyday opportunities to play and be outdoors, affecting physical, cognitive, social and emotional health, while typical corporate CSR responses are short-term one-offs seen as buzz-seeking. TCP, an energy drink producer, needed a credible way to stand for active lifestyles beyond product marketing and beyond the standard CSR template. Vero anchored the strategy in TCP's Consumer Trust Index analysis, which identified community engagement and sustainability as the brand's key trust drivers, pointing to sustained community investment rather than one-off donations.

The answer was TCP Community Yards, locally tailored sports yards built in underserved communities across Vietnam, co-designed with local youth under a pledge of 20 yards by 2026. A sustained communications plan combined public relations, influencer marketing and social engagement, with strategic partners including the Vietnam Youth Federation Central Committee and local community leaders. Involving young people in planning each yard, and reflecting each location's culture and needs, was designed to keep the spaces used rather than treat the build as a photo opportunity.

Durable infrastructure gave the communications substance, creating an ongoing story rather than a single activation, and institutional partnership lent credibility a brand-only programme would lack. Vero's role is described only on its own site, though independent press confirms the campaign, and the initiative, known in press as Community Sport Yard, was named among the top 10 most influential social media campaigns in Vietnam for H2 2024. Vero reports 495 media stories, 32.9K social mentions, 1.6M campaign video plays and 238K interactions on original posts, with no other quantitative business results published.