Results and Effectiveness

The two most populous markets, Hanoi and Ho Chi Minh City achieved excellent results for the TVC of 95% & 70% respectively for reach 3+. Overall nationwide was 85%. A post campaign survey showed 8/10 people were aware of the billboards. The brand image recovered in users minds for key statements: 'nutrition' and 'emotion' in key cities surveyed. Digital promises made by us were kept and exceeded: CPC(+167%), impressions(+255%), clicks(+152%). Credibility was retained and strengthened - market volume share rising from 31 to 33% and spontaneous ad awareness figures nearly doubling from 15 points to a high of 27.8 points.

Creative Execution

Launch with a bang! That was the best way to get blanket coverage and high impact in the short time before the event. We rolled out with a bold new creative from the agency and used the strong colors across the TVC's, double-folded page 4C magazine ads that used an innovative die-cut we developed. The digital charge was led by a be-spoke micro-site with farm game (that had a customized Dutch Lady milk pack) traction was generated by seeding social networks and popular news/entertainment sites and the radio ads used a cute children's voice. We used existing Dutch Lady CSR billboard space as well in key locations. Where other brand campaigns use a staggered schedule, we bet the farm on having high impact above achieving GRP's alone.

Insights, Strategy and the Idea

Recent scandals in the neighboring market of China had upset the perceived brand health for Dutch Lady in Vietnam. Building credibility is essential for a milk brand when talking to mothers of course, so we wanted to cover all touch-points with a campaign that really showed how trustworthy and nutritious Dutch Lady is. It was important to have complete coordination without having a central focus. TVC's supported the microsite, print ads supported interactive banners and Radio ads supported TVC's. The circle of engagement was skewed toward the target group, mothers, and was launched at exactly the same time. All the media led to a children's day planned event in the following months.