The Campaign

To achieve the given objectives, we need to understand why Vietnamese husbands and children find it hard to deliver the appreciation to their wives and mothers. For centuries in Vietnam, traditional family values were accomplished by the fulfillment of traditional roles – with the highest status is given to the man or the father. The proud of being the leader in the family, the social expectation to be strong and independence, have led to the fact that Vietnamese men rarely show emotions because those are considered as unmanly. How can we change that so-called perception and behavior? We give them the inspiration and urge them to make the change. Mother’s love for you could be silent, not your love for her. Show her your love. Speak out your appreciation. Say it loud. Make it heard. Our Idea: Say it out “THANK YOU MOM, THE WOMAN OF THE YEAR”

Creative Execution

The campaign took place from December 2015 to early February 2016. First, tied up with Vietnam famous social artists, we created several sketch stories describing the current situation where the mothers’ hard works are taken for granted. The content was spread out using PR and KOLs to awake & call people to speak out their appreciation. Meanwhile, with appropriate media investment, we drive target audience to campaign microsite to share their Thank You. The appreciation can also be sent directly via mobile adverts. Then, we exhibited all collected Thank You at the highest traffic destinations during year end season in major Vietnam cities. At the locations, private boots are set for visitors to say Thank You while having their mom or wife watching real time. The participants’ reactions were captured as video clip and posted on social channels, backed up with video ads, to inspire more people.

The success of Dai Gia Dinh’s Tet 2016 Tet campaign proved significant. * Engagement: More than 10,000 thank-you messages were sent through the online campaign and digital activations, which equates to over 8,000 people who changed their way of treating their beloved woman. ? * Awareness: Increased up to 94% during the campaign.? * Trials: 2,000 Tet gift sampling packages were delivered as a meaningful gift to housewives. * Sales reached 300% of average monthly sales. ?Above all, the campaign challenged the norm and stirred a social movement which changed the consumers’ behavior. People are challenged to ask themselves how they treat their mothers/wives, to reflect on the women’s devotion, and to see that they deserve to be treated better. And that’s the way we make changes from each family to society in Vietnam.

Aimed at a holistic approach, we built a 360-degree campaign with digital creative led ideas, in which we led target audience through a complete circle from online to offline and back to online. At each point of the journey, we placed different creative ideas specifically designed based on target audience insights and online behaviors.