Brief Explanation

In Vietnam, Omo wanted to effect a real change through its Dirt is Good philosophy. So, during Tet – Vietnam’s New Year, we created an integrated campaign that inspired kids to help thousands of neglected migrant workers to be reunited with their families. An effort achieved through: One of Vietnam’s school contact programmes. A digital platform where kids could contribute. Even the PR efforts highlighted the plight of workers to millions urging them to take action.

The Brief

Tet - the Vietnamese New Year - is a time for families to reunite. And millions undertake the journey home. However, the economic downturn has been so harsh that thousands of migrant workers cannot afford even a bus ticket home and spend new year in isolation. Omo wanted to inspire children to reunite as many workers with their families as possible for Tet. And for a mum, there aren’t too many things better than seeing her child making a meaningful contribution to society.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Omo put kids at the heart of the reunion effort. First, we highlighted the plight of migrant workers with an online content piece. Simultaneously, we launched one of Vietnam’s largest school programmes where kids chose workers to reunite with their families. Then, designed tickets that enabled them to journey home. A digital platform engaged 100,000+ kids. In parallel, Vietnam TV (Vietnam’s national broadcaster) Tuoi Tre (No.1 national daily), Vietnam’s largest online communities – Webtretho and Zing and other media In less than a month, 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 6 weeks, the children managed to reunite 5000 workers with their families – making it the largest mass migration effort led by a brand in Vietnam.