| Title | HIDDEN FOODS DIRECTORY |
| Brand | COLGATE-PALMOLIVE VIETNAM |
| Product / Service | COLGATE |
| Category | A04. Ambient/Alternative Media |
| Entrant | DENTSU YOUNG & RUBICAM Ho Chi Minh City, VIETNAM |
| Entrant Company: | DENTSU YOUNG & RUBICAM Ho Chi Minh City, VIETNAM |
| DM/Advertising Agency: | DENTSU YOUNG & RUBICAM Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y/R Regional Headquarters | Chief Creative Officer |
| Matthew Collier | Y/R Vietnam | Ceo |
| Kit Ong | Y/R Vietnam | Executive Creative Director |
| Lawrence Valencia | Y/R Vietnam | Associate Creative Director |
| Clariss Alvarez | Y/R Vietnam | Producer |
| Huy Nguyen | Y/R Vietnam | Senior Art Director |
| Vuong Nguyen | Y/R Vietnam | Art Director |
| Khoa Lam | Y/R Vietnam | Art Director |
| Thach Thao Nguyen | Y/R Vietnam | Copywriter |
| Le Nguyen | Y/R Vietnam | Copywriter |
| Kit Ong | Y/R Vietnam | Copywriter |
| Mita Vu | Y/R Vietnam | Designer |
| Hung Nguyen | Y/R Vietnam | Digital Creative |
| Dung La | Y/R Vietnam | Account Director |
| Hau Pham | Y/R Vietnam | Account Executive |
| Tuan Pham | Y/R Vietnam | Account Executive |
Target audience was existing and potential customers. Especially targeted to those who are budget conscious. The strategy was to find a simple and effective way to get Colgate into the minds of our consumers outside the highly cluttered and competitive supermarket space and without using expensive traditional advertising mediums.
Ho Chi Minh City has many alleyway restaurants. But they are hidden. Just like hidden foods in-between teeth. But Colgate can seek out all forms of hidden foods. The Colgate Hidden Foods Directory is a collaborative effort with the ‘Xe Om’ riders or motorcycle taxis. The ‘Xe Om’ riders are everywhere. We tapped into their knowledge of knowing every nook and cranny of the city, and we simply suit them up with vests that hold our directories. It's a cheap branding opportunity using non-traditional channels that are locally relevant.
People eat. People get food stuck in-between teeth. People brush their teeth. So on a daily basis, we focus on food but too often, it's an unconsidered task. We took the message of 'Colgate can help you get rid of hidden foods between your teeth' to the streets of Ho Chi Minh City. We created the Colgate Hidden Foods Directory, a directory that focuses on finding hidden foods (in our case eateries) in alleyways. The campaign is on a small scale but with the ambition to distribute 100,000 directories to the public by year-end.
We used only 20 ‘Xe Om’ riders. They willingly wore our vests for free as we provided them differentiation from others as well as opportunities for more business. Over 1,000 directories were picked up in the first 5 days of launch. Compared to paying a promoter girl an average of USD2,300 a month and merchandizing rental space of an average of USD137,000 a month (for 35 supermarkets), we had spent only USD238 on 20 vests and USD620 on 1,000 directories. We are now in the process of preparing for our second edition of the directory covering more restaurants.