Creative Execution

We create a story telling clip sharing about “Dad, what I proud of you are....”to show various cases from the sons and daughters. The clip message trigger and encourage people to express their feeling and their pride of their DADs with Sure Prevent. They can send their message by recording on Sure Prevent Facebook App within 3 minutes. We selected 100 outstanding submission over 524 submissions during 4 weeks. As a prize for winners, we deliver their messages to their fathers directly together with Sure Prevent products as a gift – healthy gifts for both mental and physical.

Over 10,000,000 people followed the campaign, hundreds of messages were sent. Beyond that, they were reminded how much treasure when they have fathers. Children were inspired to change their habit so they can express their love and care to their parents naturally with ease.

Objectives: build brand awareness; form up an online community for adults who care of their parents from physical to mental health. Create chances for end consumers to try products via the target audiences. Target audience: Vietnamese people, 25+, class AB, living in urban cities. Insight: Appealing expression of love between Vietnamese fathers and children is not a common practice. The more children grow up, the more they become distanced to fathers.