E-bike brand turns e-bikes into emergency generators, helping small businesses survive blackouts Marketing Communication News [Video]

How can a start-up disrupt a market when 90% of it is owned by multinationals? In Vietnam, e-bike brand Dat Bike accomplished that by embracing their small business identity. In a campaign by Happiness Saigon, the brand turned their e-bikes into mobile emergency generators, helping out other small businesses survive the country’s common blackouts.

In Vietnam, the motorbike market is dominated by multinationals. For an e-bike brand such as Dat Bike, it’s hard to disrupt the market on a start-up budget. Even with an e-bike battery that is 2 times more powerful than the competition and bi-directional. But what if the brand actually leaned into their identity as a small business to promote the superiority of the product?

Blackouts in Vietnam have risen 300%. This is especially a problem for the country’s many small business owners, resulting in a serious loss of revenue. 

In the latest campaign by Happiness Saigon, Dat Bike’s e-bikes …