Title | THE FORGETTING TAB |
Brand | COC COC - INTERNET BROWSER AND SEARCH ENGINE COMPANY |
Product / Service | COC COC - THE FORGETTING TAB |
Category | C01. Use of Digital Platforms |
Entrant | ISOBAR VIETNAM Ho Chi Minh City, VIETNAM |
Idea Creation | ISOBAR VIETNAM Ho Chi Minh City, VIETNAM |
Media Placement | ISOBAR VIETNAM Ho Chi Minh City, VIETNAM |
Media Placement 2 | COC COC VIETNAM Hanoi, VIETNAM |
PR | ISOBAR VIETNAM Ho Chi Minh City, VIETNAM |
Production | ISOBAR VIETNAM Ho Chi Minh City, VIETNAM |
Production 2 | YETI Ho Chi Minh City, VIETNAM |
Production 3 | THE OTHER WORLD POST Ho Chi Minh City, VIETNAM |
Name | Company | Position |
---|---|---|
Rajib Gupta | Isobar Vietnam | Creative Director |
Nguyen Phan Thuy Tien | Isobar Vietnam | Senior Copywriter |
Huynh Ngoc Thuy | Isobar Vietnam | Junior Art Director |
Tim Doherty | Isobar | Chief Creative Officer |
Denise Thi | Isobar Vietnam | Managing Director |
Nguyen Khoa Hong Thanh | Isobar Vietnam | Chief Operating Officer |
Alina Morais | Isobar | Regional PR Manager |
Ngo Thi Thuy An | Isobar Vietnam | Creative Assistant |
Nguyen Phuc Chau | Isobar Vietnam | Technical Director |
Duong Nu To Giang | Isobar Vietnam | PR Director |
Ho Nguyen Thao Nguyen | Isobar Vietnam | PR Manager |
Tsering Tashi Gyalthang | YETI Film | Director |
Tenzin Dorjee | YETI Film | DOP |
Youdon Chazotsang | YETI Film | Producer |
Bui Kim Khue | YETI Film | Producer |
Production Assistant | YETI Film | Production Assistant |
Alexey Polkanov | Coc Coc Vietnam | Head of Product Department |
Dao Thu Phuong | Coc Coc Vietnam | Head of Sales and Distribution Department |
Ngo Thi Thu Suong | Coc Coc Vietnam | Business Development Director |
Nguyen Thu Trang | Coc Coc Vietnam | Sales Manager |
Le Thi Mai Phuong | Coc Coc Vietnam | Junior Sales |
Alexey Zbinyakov | Coc Coc Vietnam | Web Developer |
Engagement, not just education. We set out to raise awareness of Alzheimer’s by creatively and uniquely using Coc Coc, a popular Vietnamese browser’s incognito mode to call attention to the forgetfulness that characterizes the disease. When you use incognito mode, or private browsing, the pages viewed do not stick around in the browser history, cookie store or search history after the tab is closed. Essentially, they are not remembered. The main thrust of our campaign was to get people talking about this serious, life-debilitating disease that affects not just the patients but also their caregivers.
We renamed Coc Coc’s incognito mode ‘The Forgetting Tab’ and presented users who wanted to surf incognito with an emotional message about Alzheimer’s. Users could then click through to learn more about the disease and care. The video starts by directly stating that “this man is not a spam” or “we’re not trying to invade your privacy”. It creates a sense of trust and makes the users feel more comfortable to click on the video and watch it. We launched the campaign on 29th April 2017 and all media activities were implemented throughout the next 8 weeks till the end of June 2017. Planned media activities include: web-banner, video banner, browser skin, search keyword ads and PR articles (across 30 leading local media channels and platforms).
Results of Campaign reach and engagement in the first Month of launch: 1. Via Browser Skin & Banner Ads Impressions: 4,371,748 Browser Skin Clicks: 70,260 2. Via video banners: Impressions: 832,212 Video Ad Clicks: 15,674 3. Via PR Articles: Impressions: 110,841,535 Clicks: 4,168 After first 5 weeks Media impressions: More than 170,480,162 Clicks: More than 117,749
The Forgetting Tab is targeted direct communication designed to generate greater awareness about Alzheimer’s disease - especially among younger potential care givers. Vietnam has a massive internet users (51.5% of the population) and out of that more than 22 millions are Coc Coc browser users. It obtained a measurable response based on the result since the launch and it’s still growing. Please see the result section.
Usually when internet users see an online banner or a video playing on media platforms, they think of ads and attempt to skip them. But, we have disrupted the normal Internet user’s journey by using the least expected platform – the incognito mode to get people’s attention. We aimed to reach Coc Coc’s more than 20 million monthly users, of which, around 22,700 use incognito on a daily basis. We engaged them by watching the video, searching for more information about the disease and understanding Alzheimer’s patients. So why “The Forgetting Tab”? Simple. For some users of Coc Coc, it’s their choice to forget, but for Alzheimer’s patients, it’s a fight to remember even the little things in life. The Forgetting Tab is a project which reminds people to help those who forget, to learn more about the disease and to be more sympathetic to those who suffer from it.