Young marketers - Elite development program- asm 10.1 - an - cuong
1. CAMPAIGN BACKGROUND
In the context of reaching the goal of making Vietnamese lives better
with sustainable living, Unilever has committed to reduce its
environmental impact by 2020, in this case is reducing water use in
laundry process by easy rinse product (Comfort 1 rinse).
In 2012, Comfort 1 rinse was launched but the awareness of using it due
to its positive environmental impact has not been raised yet.
In 2013, Unilever want to do a big campaign to raise the awareness of
saving clean water by simple action of using Comfort 1 rinse.
2/ CAMPAIGN OBJ & ROLE OF PR
1/ Raise awareness & call for action
from society towards the serious (but
somehow hidden) problem of water
scarcity in Vietnam.
2/ Bring the Brand Image into a whole
new/higher position in customers’
minds, different from other competitors:
not just functional, not only a part of your
life (as Downy). Comfort is now on the
social level, where people are connected
for a common and meaningful purpose.
1/ a mean of transportation:
spreading and escalating the
throughout the campaign
2/ a space for customers to know
understand love build
the brand on their own
CAMPAIGN OBJ ROLE OF PR
3/ BRAND/CONSUMER/COMMUNICATION CONTEXT
2/ Consumer Context:
- Current customers understand about the benefit of product but they do not realize
the water shortage. They will feel motivated if they know that their daily usage can
help solve a macro/national problem.
- Non-users: they will have 1 more (impactful, meaningful) reason beside functional
benefit to use Comfort.
1/ Brand Context: Comfort need a way to help raise voice and hand in dealing with water
scarcity problem in Vietnam. This will help the community and at the same time differentiate
them with other competitors
3/ Communication Context:
-Young generations (students) are the one who willing to spread the message without
hesitation if it is meaningful and impactful.
- Others will feel motivated, especially adults (mom, young grand-mom), and act when
they see their children act with passion.
Take the whole first year to focus on RAISING
AWARENESS for WATER SCARCITY in Vietnam from
children to student and household women.
Co-operate with Ministry of natural resources and
environment and Department of water resources of
management to strongly tell the serious situation of
water scarcity in Vietnam.
Invest heavily on DIGITAL PLATFORM to attract modern
audiences to conversation by interesting experience to
engage in saving clean water because of dangerous water
scarcity in Vietnam.
“TOGETHER WITH COMFORT 1 RINSE
SAVE 1 BILLION M3 WATER”
Follow strictly with strategy, the journey of saving will choose
Young Generations (students) as the spreading source. They will
use their own enthusiasm to influence others.
PR will play a significant role in expanding information
(knowledge, activation, promotion, events…) of the campaign and
TRIGGER EXPERIENCE AMPLIFY
Kich off event at Can Tho city Website 1tymetkhoinuoc.com Core topic of UFLL
Leverage water scarcity in
Vietnam as serious needed
Engage them in raising awareness
action to their community by
specific commitment of
supporting Comfort 1 rinse for
saving clean water for the needed
Strengthen awareness of water
scarcity as a big concern to the
future and the world
Other Tactics Nationwide children painting
contest “Bảo vệ nguồn nước là
bảo vệ sự sống”
Video contest “Tôi yêu nước sạch”
Mini contest “1 rinse ambassador”
University talk show tour with Van
Mai Huong & Dinh Hương singer
Co-operate with Ministry of
natural resources and
environment and Department of
water resources of management
to create “saving 1billion m3
Create a creative digital
platform where them can easily
perform their action as
supporting saving clean water
with Comfort 1rinse by click to
vote 1000 VND to “saving
1million m3 water” fund and
chose the place where clean
water should flow.
Co-operate with Unilever future
leader league - worldwide
business competition to
strengthen the awareness of water
scarcity and the importance of
saving clean water with Comfort 1
rinse by using it as core topic for
.418 click to vote for saving clean water with Comfort 1 rinse
118.418.000 VND was donated to “saving 1 billion m3 water” fund from
digital click in website
48912 votes for water flow into Son La province
52680 votes for water flow into Quang Tri province
50.283 votes for water flow into Ben Tre province
60 clips join “Toi yeu nuoc sach” video contest
153 persons join “1 rinse ambassador”
Over 200 teams join UFLL
7. CAMPAIGN OUTCOME/RESULT
1/ Brand Love: in this age, owning good functional benefit is not enough. Bringing
the benefit onto whole new emotive level (which is relevant with individual,
customers can feel and see their own reflection in the brand) or even aspirational
level (a common point, spirit in macroscope) is the key that lead to brand success.
2/ PR: now is the time for PR as customers gradually don’t believe in advertising
anymore. PR create a story where brand and customers connected, understand
each other, feel the beauty within and finally, attach without conditions. Let the
customers build brand is becoming the trend.
3/ Content: only when your Brand is confident and feel “amazed” by your own
content then it can be escalated to engage customers.
Garbage in – Garbage out, do not imagine that with one silly/irrelevant/out-trend
idea that you can make customers inspired and follow.
8/ KEY LEARNINGS: