Brief Explanation

TET, the lunar New Year, is a time for family reunions. Millions of people go back home for the holidays. But for many, money (or lack of) stands in the way. OMO, Vietnam’s no.1 detergent brand, wanted to help. The brand has already earned the love of mothers by running relevant Tet campaigns for the past decade, but in 2014, it wanted to do more and MAKE A REAL DIFFERENCE THAT MAKES OUR MUMS PROUD, and in this process, earn their attention and respect at a time when the media space is over-saturated with marketing messages.

Results and Effectiveness

We reunited 5,000 families, making this the largest mass migration led by a single brand in the country’s history. More than 14 million people talked about the initiative, with an online clip generating 9.8 million views in 6 weeks: the highest for any brand in the history of TET advertising. Our social reach was 8,517,038 people. But most importantly,100,000 kids directly participated in sending people back home, with 80% positive comments online and headlines in leading national newspapers, generating earned PR of US$500 for every dollar spent. The campaign earned OMO US$66m in sales, and reunited families across the nation.

Creative Execution

We partnered the Ministry of Education & Training and took the campaign to 60 schools. The idea was for kids to “adopt” an under-privileged person around them, in order to send them back home for TET. Run on a voluntary basis, kids created customized tickets, designed bus displays and created personalized TET greetings for their “adopted” person. Parallel teams were set up to hire, maintain, design and run buses for reunions. More than 100,000 children participated in the programme, which was supported by online campaigns, traditional media, and social media.

Insights, Strategy and the Idea

OMO’s TET campaigns are large in nature, targeting mums in 64 provinces and 36 cities who have kids 7 years and older. During TET, families get together to celebrate. It’s the time of the year when a mum’s capability of teaching her kids the values& good manners are put to test in front of the whole family. OMO has been loved for its philosophy of teaching life values to children. It wanted to empower the kids to make a real difference and make their mums and family proud. Our solution? Making children the reunion champions and lead a societal change.