Results and Effectiveness

Consumers got hooked and bought Vim more frequently & donated via SMS 92 tons of Vim was shipped during this campaign; up from the 48 tons previously. This staggering 92% increase helped Vim consolidate its leading market share position and increased the gap by 2 points from 16% to 18%. A total of 1.7 billion VND was donated (75% more than the set target) which helped build 200+ school rest rooms. The fund came from both product purchases as well as the 17,000 messages received. The innovative campaign received free PR worth three times the actual media cost.

Creative Execution

Given the budget limitations we conceived a simple concept based on target media habits, which rated out-of-home media as the 2nd most noticed channel. This gave birth to the first-ever interactive digital-networked billboard in Vietnam. The concept was effortless; consumers donate to the cause by buying a bottle of Vim or sending a text message to a dedicated number. For every bottle that was sold VIM contributed 1000 VND, similarly every text message that was sent generated an additional 1000 VND. The media mix included a billboard in a high traffic location in the city, PR and digital. The city center billboard featured an innovative execution with a real-time digital contribution ticker and encouraged consumers to go online and learn more about acute need for good sanitation. What’s more, the national television channel VTV agreed to telecast the PR event as their support to this national cause at no cost.

Insights, Strategy and the Idea

Vim is the number one brand of toilet cleaner in a nation that unfortunately lacks universal hygienic toilets. Our insights showed that Vietnamese consumers feel good about purchasing products that contribute to the greater good of humanity. We combined this insight with an existing international movement; World Toilet Day, incorporating both business goals and corporate philanthropy. Vietnamese consumers have a deep personal connection with toilet sanitation and Vim. The product relevance and the idea of helping out those less fortunate led us to develop a donation drive. Vim committed to raise at least 1 billion VND to build 200 restrooms. Our challenge was to create awareness with limited budgets and a non-TV campaign to generate maximum donations. From this emerged an idea that helped promote the brand, engage consumers actively to donate towards a national cause and communicated the deep commitment Vim has towards making public sanitation better in Vietnam.