The Campaign

Vietnam’s TV landscape is composed of state-owned TV companies with a large monopoly. This set-up arguably contributes to the rigid pricing structure and high market inflation over the last couple of years. However, these state-owned companies are likewise feeling the brunt of high market inflation that befalls Vietnam, through the elevating production costs. Those with provincial broadcast in particular are highly affected. The outcome of which is poor quality of local original content and growing acquisition of canned materials. Korean and Chinese drama series tend to dominate most of the primetime TV blocks. We saw an opportunity, given the regressing quality of local content, while the audience is hungry for content they can relate with. We secured with pride one of the highly efficient content deals in the region. The deal allowed us to recuperate the production costs through airtime spots and values and protect the negotiated-rates from erratic market inflation. This deal also provided us with a quality content that the brand would want to be associated with. Surf specifically nominated Mekong Delta province for the broadcast, as it is credited for having a significant rural population - the brand’s primary target.

Results

CHALLENGE: Surf is losing market shares in Mekong Delta to a local and heritage brand; Lix/Vi Dan. To stop the decline, the team was tasked to communicate Surf’s improved product benefit of longer lasting fresh and clean scent to justify its value to shrewd and discerning consumers. INSIGHT: The campaign targets the housewives who tirelessly and selflessly take good care of the family without expecting anything in return. Given their limited means, they cannot afford to pay extra for entertainment. Hence, the best way for them to relax and be entertained is by watching TV. They are avid followers of drama series and game shows. STRATEGY: Our strategy incorporated (a first for a detergent brand in Vietnam), a branded game show that allows us to communicate the key product benefit in a differentiated way. 'My Wife is Number 1' heralds the role of housewives in taking care of the families. Surf owns the name of the property in all its myriad forms. Most importantly, Surf is able to own the attributes of the contestants: discerning and shrewd. To put an ironic yet endearing twist, the show puts the regular Vietnamese housewives in charge of their husbands’ destiny. The housewives will be playing in four different rounds. In each round, the smartness of the housewives is put into test as they have to answer questions or fulfill tasks related to home solutions, family-memories or pop culture. The housewife with the maximum points rescues her husband from the cage. The branded game show airs in the highest rated-channel in Mekong Delta, Vinh Long. Surf has sought the help of Vietnam Women Association with the casting for Mekong Delta housewives. Negotiated trailers in Vinh Long and road shows near major central markets of Mekong Delta, were implemented to promote the branded game show.

The branded show, with Surf, celebrated the unsung heroes of the society. Aptly titled 'My Wife is Number 1', it featured the housewives of Mekong Delta. Surf’s 'My Wife is Number 1' instantly became the highest rating game show in Mekong Delta province, often exceeding the set target for weekly ratings. The game-show featured the Mekong Delta housewives that TV consumers can relate with. The branded show received a warm reception most undoubtedly because it is about and for them. It helps housewives to break away from their dull life while heralding them as the heroes of the society.

• Surf’s value shares continue to increase. Value shares grew by 27%, making it a market leader in the low-tier category. This was recorded after just the first 5 months of airing. (source: Nielsen Retail Audit). • Consistent top rating program, among the top 8 in TV ratings of entertainment programs (source: TNS). • More than US$1,000,000 in branding value earned. • 503% return on investment, includes the branding value gained and the following: o 100% production cost of the program was returned as airtime value that all Unilever brands can enjoy. o Free airing of trailers to promote the program amounting to US$ 130,000+in value. o Free airing and production of 1min weekly updates in primetime amounting to US$ 70,000+ in value. • Outstanding impact on awareness and attribute, recorded after the first 5 months of airing (source: Millward Brown): o Attribute - 'Give a great clean for less' grew by 109%. o Top Brand Communication Awareness increased by 26%. o Total Spontaneous Awareness grew by 32%. • After its successful pilot in Mekong Delta, Unilever has committed to take this show to 4 more provinces.