The Campaign

We asked kids to draw what they want to be in the future. We collected their drawings and printed these as big as the entire house. We then installed these drawings on the roof of their houses, for the whole Vietnam to see. The OMO Gallery of Dreams turned the whole village into a gallery with each roof displaying the dream of the kid living in that house.

Creative Execution

1/INSPIRE AND INVITE o We use online to build awareness via an inspirational spot and inform mothers about our initiative. This created excitement for people to wait for OMO Dream collector. 2/ENGAGE o The Dream Collector team visited provinces and elementary schools around the country, providing mums and kids the raw materials (dream collection packs) to capture their dreams through drawings. o Our website reached and provided guidance to kids who couldn’t go to on ground. o Mothers were encouraged to collect the kid’s dreams and drawings to showcase to the world. 3/AMPLIFY o The activation was leveraged to generate content, widen the conversation and inspire other mothers to follow the movement. o The journey of the activation was documented through video, to further amplify the message online though our website and in social. A clip recapping the summary of our journey and achievement was released.

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

RESULTS Declared a National Asset by the Vietnam Ministry of Education 50 million people reached 8,213,847 online views within 2 weeks 400,000 drawing submissions 10,000,000 impressions 6% Sales Volume growth 3.1% Sales Value growth 24,200,000 products sold

STRATEGY: INSPIRE MUMS - THE GATEKEEPER - TO ENCOURAGE THEIR KIDS TO DREAM Encouraging kids to dream big is a universal philosophy. However, in Vietnam this philosophy is blocked by a gatekeeper - moms. Vietnamese mothers grew up in different era, one that is heightened by tough economic conditions. They didn’t dream. They were driven by a need for stability. For them, the logic of ‘a stable job’ means ‘a stable income’, and herein lies the tension, as in their view, ‘kids can get distracted with big dreams’. The role for the brand, was to shift mothers’ perception so that she could see the potential of her kids’ dreams and help actualize them.