Results and Effectiveness

We used only 20 'Xe Om' riders. 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.

Creative Execution

We collaborated with 'Xe Om' riders or motorcycle taxis to create the Colgate Hidden Foods Directory. The 'Xe Om' riders know every nook and cranny of Ho Chi Minh City. They know where all the hidden alleyway restaurants are. The 'Xe Om' riders are very popular with commuters since they are especially cheap and fast. It was strategically smart and cost-effective to work with them, as we only needed to provide them with vests that hold the directories and they were happy to wear them as it identified them and gave them a point of difference in their own cluttered market.

Insights, Strategy and the Idea

Colgate wanted to find a new way to get into the minds of our consumers outside the highly cluttered and competitive supermarket space, and from using traditional advertising mediums. We focused on a budget conscious audience. And people who love food. Our consumers have always been able to rely on Colgate to clean their teeth after a good meal. Even if it was stubborn food stuck in-between teeth. So we created the Colgate Hidden Foods Directory. A testament that only an expert in seeking out hidden foods (whether in-between teeth or alleyways) can pull off.