|Title||CO-CREATION WATER DONATION, CO-CREATION POSIBILITY|
|Product / Service||COMFORT 1 RINSE|
|Category||E01. Integrated Campaign led by PR|
|Entrant||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|Idea Creation||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|PR||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|NGUYEN MINH HUONG||GOLDEN COMMUNICATION GROUP||CEO|
|HUYNH LE KHANH||GOLDEN COMMUNICATION GROUP||DEPUTY DIRECTOR|
|NGUYEN THIEN HUONG||GOLDEN COMMUNICATION GROUP||SENIOR PR MANAGER|
|TRAN THUY HOANG TRANG||GOLDEN COMMUNICATION GROUP||PR PLANNING MANAGER|
|NGUYEN MINH TRI||GOLDEN COMMUNICATION GROUP||PR PLANNING SUPERVISOR|
Tackle the sweet spot among consumer insight, social context, brand values and product roles, we creating motivation for consumer to actively save water, make benefit of saving water relevant to them. We believe people can make a difference through simple change to laundry habit that why we came up with the idea CO-CREATION WATER DONATION, CO-CREATION POSITIVITY. Co-creation spirit – encourages everyone to join hand together with Comfort One Rinse to save water for drought & salinity regions, creates positivity.
Through co-creation with Ministry of Natural Resource and Environment, local Government, Youth Union, Vietnam United Youth League, Universities across Vietnam, co-creation Top Tier Media and consumer, we had created national campaign across channels: traditional PR, Digital , Event to (1) Create urgency, encourage people to take action by co-creating with Government, in order to release the burden of racking water in drought and salinity regions (2) Start up with Top tier Media to evoke emotions, accelerate action with the effort of bringing clean water to drought and salinity regions, building sustainable water constructions (3) Create social movement and celebrate the journey of co-creation water donation, co-creation positivity - Get to know: World Water Day 2017 with Mass Media support - Get to engage: Take “Rinse & Rack” challenge online & offline - Get to buy: commit to adopt one rinse habit via purchases - Get to donate: make a change
Consumer behavior change insightful approach: - More than 21,000 people commit to the change of laundry behavior for good causes - More than 4,000,000 people reach online and offline All this lead to a profound impact on the society: - 200,000m3 of water has been saved for drought and salinity regions - 10 sustainable water constructions at 10 provinces - 1150 water tanks is given Generated more than 200 articles on top tier Media in Vietnam, +238% Earned PR Our campaign caught fire, going way beyond our goal: +61 bps Comfort One Rinse Share gain vs. April ’16; +4.8% Comfort One Rinse USG Growth YTD. And Comfort 1 Rinse has received the Honor Award from Ministry of Natural Resource and Environment
This integrated campaign is led by PR which tie up closely with Top Tier Media and have a strong Government relation to educate Comfort One Rinse benefits, awake the need of water saving, adopt one rinse habit in laundry; get consumers/stakeholders engage in choosing Comfort One Rinse & actively participate in water donation co-creation. We believe our work relevant for PR category as it is an integrated campaign which led by PR, responded to the Government’s call, started up with Media Engagement then built up Community Movement led to a profound impact on the society.
This year, we thrilled to create a campaign that can turn a brand idea (One Rinse to save water) into a social idea (save water for drought and salinity regions), harmonizing both Social Mission and Business Vision, in order to provide sustainable access to reliable and safe water resource for drought and salinity regions. An integrated campaign which led by PR, responded to the Government’s call, started up with Media Engagement then built up Community Movement led to a profound impact on the society. Comfort enabled hand-wash users, both Urban & Rural to co-create Power of Positivity by adopting the habit of rinsing once to not only bring long lasting fragrance but also to save water for themselves and for people in drought & salinity regions .