| Title | OPERATION SMILE |
| Brand | OPERATION SMILE VIETNAM |
| Product / Service | CHARITY |
| Category | D03. Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant | Y&R VIETNAM Ho Chi Minh City , VIETNAM |
| Entrant Company: | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
| DM/Advertising Agency: | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
Credits | |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R | Chief Creative Officer |
| Travis Sorge | Y&R | Executive Creative Director/Copywriter |
| Hanh Duong | Y&R | Art Director |
| Brandy Vu | Y&R | Art Director |
| Bao Duong | Y&R | Designer |
| Cuong Nguyen | Y&R | Designer |
| David Lok | Studio DL | Photographer |
| Simon | Studio DL | Retoucher |
| Edward Ong | Y&R | Regional Head of Copy |
In Vietnam, the cost of a child's reconstructive cleft lip and palate surgery is $150 USD. But there is very little awareness of this low cost (as it is perceived to be much higher). Despite this fact, it's still a significant amount for a country with an average monthly income of less than $100 USD. So, Operation Smile wanted to reach the 'A' target segment, which has the financial means to make the contribution. The strategy was to increase awareness of the $150 USD cost of surgery and to prompt the ‘A’ segment consumers to consider using their expendable funds towards donations.
The price of a fine wine can equal the cost of a reconstructive cleft lip and palate surgery for a child. The Operation Smile branded wine bottle is a simple and impactful device that encapsulates an indulgent purchase that could otherwise be used to change a child's life forever.
The solution was to compare the cost of a child's reconstructive cleft lip and palate surgery with something of equal price in our target's purchasing life, like a fine wine, in order to generate donations. We placed Operation Smile labeled wine bottles in fancy restaurants, high-end supermarkets, and wine stores giving consumers the option of “purchasing” (and thus donating) them towards a child’s cleft lip and palate surgery that will change their life forever rather than spending the same amount on an evening’s worth of fine wine.
This project helped generate donations for the approximately 12,000 free surgeries provided in Vietnam. “This is a phenomenal idea that not only helps fulfill our organization’s dreams of helping more children but also brings a diversity of people together - all aimed at the same great cause”. -Nguyen Viet Phuong, Regional Director, Operation Smile ASIA PACIFIC “Many stores placing OS wine bottles in their outlets which also offer a discount on regular retail wine with an OS purchase; some even make a small donation to OSV at the same time. I am really very pleased with this." -Julie Robins, Development Director, Operation Smile Vietnam.