CategoryA10. Brand voice (incl. strategic storytelling)
Production Company BULLET Bangkok, THAILAND

The Campaign

Tet – Vietnam’s New Year – is a time for family reunions – millions reunite. However, there are thousands of migrant workers in cities who can’t pay for their journey back to the provinces. So, OMO put kids at the heart of a reunion campaign to reunite as many families as possible. An integrated platform was launched - school activation programmes, a digital ecospehere and PR efforts engaged the country from start to finish. Within 6 weeks, the children managed to reunite 5000 workers with their families. OMO saw some of its most impressive numbers on all key parameters showing our endeavor resonated with mums – our primary TG. But what made it truly worthwhile was helping millions of Vietnamese children see the power of their simple act of compassion. Key PR elements We used our PR efforts – TV, online and print - to get people in Vietnam to first recognise the isolation and desperation of thousands of workers during Tet. And later used our partners to keep the campaign progress in the collective conscience of the country. Some of our key partners: Vietnam Television – Vietnam’s national broadcaster. Tuói Tre – Vietnam’s largest daily. Than Nién – Ho Chi Minh’s youth focussed newspaper and – Vietnam’s online community for youth with more visitors than Twitter or Linkedin. Webtretho – Vietnam’s largest online women’s community.

The Brief

Each year, Omo runs a TV campaign for Tet along with countless other brands. This year we chose to take our Dirt is Good philosophy from the TV into the real world. We needed to lead with acts not just ads. We needed to find a relevant issue to tackle in order to involve and engage our audiences.


Recorded OMO’s best ever numbers during Tet showing our endeavour resonated with mums across Vietnam. ONLINE Our content piece generated 9.8 million views in 6 weeks. Social reach - 8,517,038 people. Average time spent - 3 minutes per person. 100,000+ kids directly engaged – highest for any brand initiative in Vietnam. The reunion effort was the No.1 trending topic on social media. PR For every dollar we spent on PR, we earned US$ 500 in return. MUM’S LOVE FOR OMO Brand conviction scores reached an all-time high of 86 points. Brand fame parameters reached an all-time high: ‘Offers something that other brands do not’ - ’94 points’ ‘Brand I Prefer’ - ’96 points’. Sales - $66 million. That’s enough detergent to meet the laundry needs of Vietnam’s 90 million population for 3.5 months. But what mattered most was millions of kids learned the true power of their simple act of compassion.


We launched with an emotional content piece online - of a girl who helps an old man – that highlighted the situation of migrant workers in Vietnam. Simultaneously, we kicked off one of Vietnam’s largest school contact programmes where kids could make a change: Kids chose workers to reunite with their families. Then painted tickets that enabled them to journey home on specially chartered buses. A digital platform was created where 100,000+ kids participated. In parallel, national news media promoted the stories of the workers across Vietnam - including Vietnam’s national broadcaster – Vietnam TV and No.1 national daily - Tuoi Tre. Within weeks, the kids reunion effort snowballed into a much larger social conversation about the plight of disadvantaged workers. People began sharing stories by the millions. In the end, the children managed to reunite 5000 workers with their families – making it the largest mass migration effort led by a brand in Vietnam.

The Situation

Tet - the Vietnamese Lunar New Year is the biggest festival in Vietnam. It’s a time for families to reunite. And millions undertake the journey home. However, the economic downturn has been so harsh in Vietnam that thousands of migrant workers cannot afford to make the journey home. A dire situation that’s compounded with transport operators hiking up costs to exploit peak season demands. So, many migrant workers spend their new year in isolation away from their families.

The Strategy

As a brand that teaches children life values, Omo put children at the heart of the campaign. And we gave them a goal to reunite as many migrant workers with their families as possible. Participating in such a huge endeavour and seeing the positive contribution to society they’ve made, children would be instilled with the value of compassion - a value that would stay with them for life. And for mums who love the ‘Dirt is Good’ philosophy, seeing their children involved in a meaningful effort out in the real world would mean the world to her. We reached our audience through some of Vietnam’s biggest channels. And in particular through some of Vietnam’s largest local online communities that are youth and women focussed. A major part of the campaign’s impetus was gained through these channels.


Name Company Position
Erick Rosa Lowe Singapore Executive Creative Director
Alex Okada Lowe London Global Creative Director
Viraj Swaroop Lowe Singapore Senior Copywriter
Loh Seow Khian Lowe Singapore Senior Art Director
Huong Nguyen Lowe Vietnam Senior Copywriter
Tan Phan lowe vietnam Art Director
Rupen Desai Lowe Singapore Regional President
Srija Chatterjee Lowe Singapore Regional Business Director
Shaifali Dayal Lowe Singapore Associate Regional Business Director
Khatkhanang Chavalitsakulcha Lowe Singapore Associate Regional Account Director
Rosa Trinh Lowe Singapore Account Executive
Jonathan Gerard Lowe Singapore Head of Television
Jessica Smith Lowe Singapore Regional Strategic Planning Manager
Pamela Phang Lowe Singapore Agency Producer
James Teh Bullet Bangkok Director
Bernard Tay VHQ Post singapore Executive Producer
Pete Jones Pete Jones mUSIC Composer
Click Media Click Media Social Media Agency
Golden Event Godlen Event PR Agency
Indraneel Guha Lowe Vietnam Director of operations, planning