Sustained Success

Silver
CAMPAIGN
OMO - Make dirt speak Vietnamese
AGENCY
Lowe Singapore
CLIENT
Unilever
BRAND
OMO
DETAILS
BELIEF IN A PHILOSOPHY THAT MADE A DETERGENT BRAND GROW BY 70% IN 3 YEARS!
 
OMO, a detergent brand, was the undisputed market leader in Vietnam. The category was saturated and stood at a 98% penetration. New players got very aggressive from 2011. From ABA – a local player growing at a phenomenal rate offering ‘freebies’  with every purchase to P&G – playing up Ariel & Tide, by upping their media spends by 25%. All these players could only gain from OMO. Every time the market moved to ANY players, OMO lost volume & value. 
 
OUR CHALLENGE: PROTECT THE FRANCHISE BY STRENGTHENING THE BRAND, WHERE THE 70% OF VIETNAMESE LIVE – THE RURAL HEARTLAND.
 
BUT HOW DO WE MAKE A REAL CULTURAL IMPACT BEYOND DISTRIBUTION?
Usually, the best way to keep the rural folks tied to a brand is to accelerate the distribution faster than the competition and keep blocking them out. Our growth story would only be sustainable if we could augment ‘distribution’ might with a brand that makes a REAL cultural impact in people’s lives.
 
This is a case of how OMO made DIRT speak Vietnamese to win over the hearts of mums across the country.
 
Our attribute for ‘children are free to get dirty’ moved 14 points & stands at 94 points – THE HIGHEST EVER!
 
GIVEN THE CONSISTENT EFFORTS IN GROWTH OVER THE YEARS, OMO SAW A 70% GROWTH IN ITS VALUE FROM 2012 – 2015 IN COMPARISON TO 3 YEARS PRIOR.
 
CAMPAIGN
Lifebuoy - Help A Child Reach 5
AGENCY
Lowe Lintas + Partners, India
CLIENT
Hindustan Unilever Limited
BRAND
Lifebuoy
DETAILS
In 2013, 6.6million children under-5 died, largely due to preventable causes. That’s the equivalent of 60 aircrafts full of children crashing every day! What’s more shocking is that pneumonia and diarrhoea, leading causes for 2million of these deaths, are preventable through the simple act of handwashing with soap.
 
Lifebuoy created ‘Help A Child Reach 5’, a social movement, to save children's lives by building awareness and changing handwashing habits. In 2013, Lifebuoy adopted Thesgora, a village in India, and dramatically reduced diarrheal incidences from 36% to 5% by changing children’s handwashing habits. In 2014 we took our life-saving mission to Bitobe, Indonesia.  
 
Over 2 years, the unifying idea of the emotional power of a child not living to the age of 5 was built and communicated, and its impact magnified through the recruitment of external partners. 
 
To date the campaign has collectively realised 39million views and empowered millions worldwide to #helpachildreach5 and garnered millions of dollars in support from external donors.
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters