Digitally Integrated Campaign

The Shortlist
CAMPAIGN
Gift the Gifter
AGENCY
Publicis
CLIENT
Heineken
BRAND
Heineken
DETAILS
TET is the Christmas of Vietnam. During TET, every Vietnamese must reconnect with their roots and pay tribute to ancestors and family. It is the most important festival for us since it marks the beginning of the Lunar New Year. For brands it is a time of Cultural competition. Big spenders like Pepsi, OMO & Coke rule TV & online channels during the 60 days leading into TET. Almost 30 brands ran TET campaigns in 2015. There is always a strong emotional hook & Family reunion is most overused campaign theme. TET is a completely different kettle of fish for Heineken. This is our first TET campaign after being in Vietnam for 15 years. With beer advertising regulations preventing us from telling a cultural story on TV and limited access to YouTube, we harnessed the power that web and social media possess in creating topical relevance. 
 
The objective of the media strategy was to breakthrough in culture. By dividing the phases as: culture mirroring, culture fuelling and culture shaping we created a three-stage campaign. At the heart was a soul-stirring insight that every young Vietnamese could relate to. The heart was complimented by a smart digital execution strategy using some unseen tech. The idea helped us maximise investments and surpass business objectives. The campaign tied together a series of online & offline initiatives featuring celebrities. Not only did it break Vietnam benchmarks of Omni-channel storytelling but it also created cheer in the cultural mainstream. The idea helped Heineken grow its market share and change from a Christmas brand to the brand that opened the world of Family bonding for a target that was feeling disconnected from TET.
CAMPAIGN
Picture Full of Warmth
AGENCY
BBDO and Proximity
CLIENT
Fujifilm
BRAND
Checky
DETAILS
~ Confidential ~
CAMPAIGN
The Language of Hair
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Sunsilk Shampoo
DETAILS
Haircare is the most cluttered category in Vietnam. For Sunsilk, Unilever’s shampoo brand, it is hugely challenging to stand out on a commonly owned platform of “soft & smooth” and differentiate the brand. 
 
We needed to enhance our consumer loyalty by 1% in this over-crowded space, and increase sales by 15% - simple yet ambitious targets! 
 
During research, we found that the way the girls touch their hair reflects their immediate emotions. Hence the Sunsilk Hair FingerComb Language was created. 
 
With our target audience (girls between the age of 20 and 28) glued to their mobile phones, actively using chat app Zalo, and passionate about trendy and cute mobile Chibi drawings, we leveraged romantic “love rival” video, rich media banners, social media, online PR, and most importantly, specially designed Zalo Chibi Maker Tools to entertain and engage them. 
 
As a result, Sunsilk became the only FMCG brand to rank on the Top 5 Zalo Page with 100K+ followers, and 67% of the Sunsilk target audience (6/9mn) on Zalo was reached within 1 month. 
 
The loyalty volume increased by +4.6% (vs. the target of 1%) and sales grew by 22% (vs. the target of 15%), well above the set targets. 
 
The campaign was also awarded a Gold in Mobile Marketing Association’s SMARTIES Global Awards 2015. 
Partners
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