The Brief

The toilet cleaning category in Vietnam is under developed. People use about just anything to clean their pots. As long as it is ‘spotless’ it is considered clean. In this situation, Vim a brand specifically designed to kill germs, was finding it hard to educate people about the importance of ‘germ kill’. In this light, we got an opportunity to ‘build 100 toilets’ across the country and we wanted to use this opportunity to educate people about health and hygiene, when it came to their toilets. Key Challenge: How to educate people something they don’t care about?

Creative Execution

Creative Idea: Come together with Vim CREATIVE ELEMENTS: BILLBOARD We selected a site in the heart of the city and created an interactive billboard, which was inaugurated in a mini event organized by WTO. We launched this billboard on World Toilet Day. SMS Once you send an SMS to the short code given in the billboard, it would reflect in the billboard at once. WEBSITE Once people donated they could online to check the development and get information about sanitation. FREE PR The country’s biggest television station – VTV, volunteered to do an event and televise it absolutely free.

Describe the creative solution to the brief/objective.

Strategy: Make people pay for education We asked people to donate, because once you asked people to donate towards a noble cause, they seem to learn more about it, in this case the importance of "germ kills". We also decided not to spend millions on media on this, because this would defeat the purpose of asking people to donate. Moreover, we specifically decided to build toilets in public schools, which would directly influence the lives of our consumers. This would also make them feel the difference and realize that they need to do the same at home.

Results

1. After 4 weeks, we had money to build 350 toilets instead of 100 2. For a small investment of 50000 USD we got earned media worth 225,000 USD 3. Covered by the largest national channel in Vietnam for free 4. Students all over Vietnam organized walks to raise awareness 5. The cost per contact for this campaign was just 0.07 cents 6. Our message reached to more than 82% of the population (70 million people)