Prior to “Jollibee’s Fun Class,” the brand had already established a strong presence among students and youngsters with campaigns such as “Niem Vui Am Vang” and “Chuyen Xe Vui Ve,” which were well-received by the younger generation.
In September 2024, Jollibee introduced the “Fun Class” concept, which gained traction with over 1.5 million student participants nationwide within two months. The campaign generated approximately 4,365,630 views on social media platforms, with more than 500,000 shares and comments on related posts and 499 posts on Facebook and TikTok combined. This further solidified Jollibee’s position as a beloved fast-food brand that not only offers delicious meals but also engages its young audience with innovative marketing initiatives.
The success of the “Fun Class” campaign can be attributed to Jollibee’s deep understanding of Gen Z’s psychology. This generation seeks not only products but also experiences, community values, and opportunities for self-expression. By creating highly interactive games and vibrant music events, Jollibee fulfilled these aspirations.
The brand transformed the typically serious and stressful school environment into a mobile entertainment zone, offering a unique yet familiar experience. The “Jollibee Classroom,” “Mirinda Classroom,” and the “360-degree check-in” area provided students with a fun learning environment, encouraging creativity and stylish photo opportunities. While not a novel concept, Jollibee’s execution stood out, capturing the attention of millions of young individuals.
Image: A vibrant and fun atmosphere at the Jollibee event, with students engaging in games and activities.
In addition to the play areas, Jollibee converted school yards into concert venues, featuring popular Gen Z artists such as Phap Kieu, Kay Tran, Quang Hung MasterD, OgeNus, and Captain Boy. The live music created an explosive atmosphere at each location, and the program provided students with a unique opportunity to interact with their idols, creating memorable and fun experiences.
Images: Students enjoying the Jollibee event, interacting with the brand, and having a great time.
The “Fun Class” campaign exemplifies the power of a marketing strategy that deeply understands Gen Z, employs creative engagement methods, and leverages social media influence. Jollibee’s position as a “friend of Gen Z” is reinforced, and the brand has successfully created opportunities to build long-lasting customer loyalty.
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