Campaign Spotlight

Campaign Spotlight: With the help of Creative Consultancy Happiness Saigon, RU9 sells mattresses using motorcycles

HO CHI MINH, VIETNAM — In 2021, during the four month lockdown period in Vietnam of the Covid-19 pandemic, in addition to medical frontline workers, shippers were crucial in the fight. No matter day or night, rain or shine, shippers were working hard making sure crucial supplies, food, and other necessities were always available while entire cities were under strict stay-at-home orders. These workers were instrumental in helping the public get through to the other side, and really were the lifeline of cities in Vietnam.

RU9, a sleep company founded in Vietnam, wanted to do something to give back to these hardworking individuals who kept life moving during the lockdown period. Working with Creative Consultancy Happiness Saigon, an FCB alliance, to innovate and launch a campaign that is built off of local insights for a surprising and unique product-trial that gives something back to those that supported the community.


In the hustle of a long day, the motorbike is a resting place for shippers between the chaotic rides to find a peaceful moment. It’s one of the most common sights in Saigon. Just about everywhere you go where there’s shade, you can find a man with his feet dangling over the handlebars in the most comfortable position he can find. Taking a well-earned nap in the middle of a difficult workday. But – it can’t be very comfy.

As a sleep company, Ru9 wanted to make these short naps of the shippers more comfortable. Working with master craftsmen they turned their high-quality foam mattresses into an upgraded seat for the shipper’s bike, to make them more comfortable, soft, and supportive – and provide these shippers a better nap, no matter where they decide to take one. A token of their appreciation to these hard workers.

“It was an intuitive leap, as a disruptive mattress brand they were perfectly positioned to tap into this local behavior and create something unique and meaningful,” said Jazz Tonna, Creative Partner at Happiness Saigon.

“To shippers, a motorbike is essential. They even spend more time on bike seats than on the bed at home. Therefore, we wanted to use our expertise to upgrade their bike seats, in order to make sure they can have a better rest amongst the nonstop rides,” Trang Dang, CEO of Ru9, shared her thoughts on this project.

During the “Thank you Shippers” campaign, Ru9 will randomly choose 50 shippers to upgrade the bike seats for, and 50 more lucky shippers will receive free foam mattresses in Ho Chi Minh City. In addition, every shipper nationwide can get any Ru9’s products with a nice discount.

“The best things in life are often felt with the heart. We are so happy because we can contribute a small part as a give-back to the community. Continuing from our previous activities to support medical frontline workers’ sleep, this time we want to show our appreciation to shippers because even heroes need proper rest,” Trang Dang added.

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