This vending machine allows you to 'upgrade' ordinary beer to craft beer

A new campaign for Belgo, a Belgian craft beer brewed in Vietnam, is encouraging people to "upgrade" to craft beer with an on-street stunt featuring a vending machine that gives you a free bottle of Belgo if you donate a regular beer.

Devised by agency Happiness Saigon, the stunt, which saw the machine popping up across Ho Chi Minh City in different locations, was designed to encourage ocals to take a chance on a more expensive brew, in a market where beer is cheap.

"With a product like Belgo accessibility is a challenge - no one wants to take a chance on a beer that’s eight times the price of what they already know they enjoy," said Nick Stillittano, creative/production director, Happiness Saigon, in a statement. "But, turning the accessibility of those mass market brands to our advantage, we think there’s something fun, provocative, and maybe a little head turning in there.”

“This vending machine is the first of a larger platform for Belgo that aims to take it from a relatively unknown craft beer in Vietnam to a household name," added Jazz Tonna, partner, creative director, at the agency. "Hopefully we can prove that smaller brands can stand up to bigger budgets with a little faith in creative ideas.”

The promotion is also available at three Belgo bars in Ho Chi Minh City where customers can exchange a can of any beer at the counter for a craft Belgian beer.