In recent years, the heritage brand Viso has been struggling with lower brand awareness and reduced market share due to aggressive competition. The attribute of “superior whiteness” needed to be strengthened among the target market, yet the budge was limited. We needed to come up with an “out of the box but not costly” idea.
In year one of the campaign, the focus was on rebuilding the emotional connection with our core consumers while re-inforcing the key attribute.
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Background
A national legend in Vietnam since 1961, Viso has been a household name among Mums who are constantly seeking superior brightness for their kids’ uniforms and family clothes. However in recent years, with many local and international competitors aggressively entering the market, the detergent brand’s leading position has been threatened, losing market share and awareness. This is particularly sad as it is happening especially in the Southern rural area, where the brand was born.
We needed to reconnect with our consumers, and regain their support while enhancing the brand’s visibility and re-inforcing its “superior Whiteness” attribute. On the other hand, with a constrained budget, we had to come up with an “out of the box but not costly” idea.
Objective
In Vietnam, Mums are very much preoccupied with superior brightness for their kids’ uniforms and family clothes. They need quality detergent like Viso to help them achieve this every day. In the meantime, they are smart shoppers, and always looking at value-for-money.
Being very much family oriented, these mums firmly believe that children are’ the future of life. They are compassionate by heart and really caring about under-privileged children in society.
In terms of their media consumption habits, digital is the key media channel to reach our target audience. Statistics shows that digital channels can reach a maximum 53% of our total target audience while mobile channels (both smartphone and feature phone) could reach up to 90% TA. These people spend their digital time reading local/international, social interest news; and mobile has been definitely an inevitable “companion” across their daily online journey.
Strategy
In order to achieve our objectives and to forge emotional connections with our target audience, we needed to create a platform to empower them to help unfortunate students in society.
We partnered with the Ministry of Education and HCM Youth Union in setting up a fund “VISO – NEW WHITE SHIRT, NEW BEGINNING” to support these students. By giving them a scholarship and a white shirt freshly washed with Viso, we recognized students in need, and helped them prepare for another exciting new school year. With 90% of our Target Audience on mobile, we worked with the biggest local telecom VIETTEL and built the first ever location-based interactive communication SMS solution in Vietnam.
Execution
Through strategic cooperation with the Ministry of Education and HCM Youth Union, we set up a fund “VISO – NEW WHITE SHIRT, NEW BEGINNING” to support the under privileged students. We decided to not only give them a scholarship to fund their new school year, but also provide them a T-shirt of “superior whiteness” freshly washed with Viso on our T-shirt washing day.
Mobile
To raise awareness of the campaign and amplify its impact, we decided to create interactive communication channels via mobile SMS. Through cooperation with VIETEL, the biggest telco in Vietnam which has a reach of 55% of Viso’s target audience, we developed a location based SMS targeting solution. This is also the first time ever in Vietnam that any commercial brand has been allowed to use or even test this service.
The solution is based on cell broadcast from operator’s base transceiver station. How does it work?
- Viso sent a flash sms to the target consumers. Using USSD (Unstructured Supplementary Service Data) technology, the consumers could then complete their personal information to subscribe.
- Consumers who were close to a Viso event received SMS with the details.
- On the day of the event, consumers received another SMS reminder (deleted automatically if they don’t respond within 15 seconds)
- Finally, confirmed participants received another SMS inviting them to Viso product sampling, and join in other brand activities.
Activation
PR
To activate the participation of the Vietnamese Mums and amplify the impact of this initiative, we leveraged a Display banner and online PR, but digital alone was not enough. With 90% of our Target Audience on mobile, we worked with the biggest local telecom VIETTEL and built the first ever location-based interactive communication SMS solution in Vietnam.
Result
Seeking a solution for falling sales, Viso combined innovative SMS solutions with the nation’s love for being clean and helping others in the community. In the context of Viso being faced with the market share loss to local and international competitors, especially in the Southern area of the country, the brand had to act fast!
It had been suffering from lower brand awareness, needed to reconnect with consumers, and regain their support while enhancing the brand’s visibility and re-inforcing its “superior Whiteness” attribute. On the other hand, with budget an issue, the need was there for an “out of the box but not costly” idea.
EVALUATION:
The location-based approach targeted customers when they were near an event, which significantly increases the engagement level.
- There were over 547,637 impressions delivered which have over 425,847 unique subscribers (reach 78% target audience in real time data)
- 19% reached audience has responded to brand message.
- Every 1/3 of engaged audience confirmed to join the event!
- 6x higher than industry benchmark, significantly enhanced the impact of the overall marketing campaign.
Most importantly, more than 50,000 T-shirts were donated and freshly washed in preparing the kids for another exciting and rewarding school year!
MARKET IMPACT:
This location based mobile solution was the first ever in Vietnam. It produced very successful results and cost MINIMAL budget!
Source: MMA