Results and Effectiveness

Within 2 weeks, more than 7,000 consumers have interacted with the experiential spaces - exceeding the average attendance of 2,000 of the product demonstrations held in the past. More than 500 photos from the venue were uploaded in the Comfort’s Facebook page with 100+ likes and comments. After just 3 months of launch, Comfort is now ahead by 3.3points from Downy in the Sensorial segment - a huge milestone that solidified Comfort’s market leader position.

Creative Execution

The team approached the task knowing very well that to win in the Sensorial segment we must engage and appeal through the senses. Thus, the novel idea of rejuvenating the whole town with ‘Comfort Essential Oils’ - a massive task which the team has cleverly and successfully executed. Experiential spaces were created for consumers to bathe in the scent of Essential Oils and, at the same time, be visually engaged by the 4D images of the town being rejuvenated. The spaces which appealed to both smell and sight senses were situated in malls which are frequented by the target audience. The scent of essential oils surrounded these spaces and highlighted the Comfort’s product innovation. The 4D images featured iconic town structures and served as an idyllic backdrop for pictures. A friendly photographer was on standby to take the pictures which can then be accessed through the Comfort Facebook page.

Insights, Strategy and the Idea

Comfort leads the overall fabric conditioner market shares in Vietnam. However, it is behind Downy in the Sensorial segment. After a year the segment was launched, it has already achieved 30% value contribution and is showing signs of further growth in the coming years. Winning in this segment is “must-do” for Comfort in order to solidify its market leadership. The unprecedented growth of the Sensorial segment provided a clear indication that the category is highly driven by fragrance and innovation. This has led Comfort to innovate and introduce a new variant, Comfort Essential Oils that has a winning fragrance and a proposition of rejuvenating the whole family. To the Vietnamese, ‘Essential Oils’ is a popular concept that connotes luxury and rejuvenation which only a few is able to enjoy. We aimed to make the rejuvenating scent of ‘Essential Oils’ enjoyed by everyone than just a fortunate few.