Leo Burnett Vietnam launches Tet campaign
Leo Burnett Vietnam have launched a campaign for P&G in Vietnam in the lead up to Tet, the biggest traditional holiday season in the country, celebrating the lunar new year.
Tet is typically a very demanding occasion for mums who have extended duties and preparations for the festival on behalf of the whole family. Within the category of FMCG,Tet has long been considered as a “big promotional season”, which involves hard-sell communication, pushing functional benefits and incentives for sales – emotional engagement is superficial.
The target audience is commonly portrayed as a happy mum doing house chores alone with a background of Tet decorations and a happy family smiling at the camera. This common communication approach leads to the lack of an emotional link between consumers and the brands, despite the enormous treasure chest of traditional values related to Tet.
Through the agency’s consumer research work, it unearthed a key insight that mums, who are typically taken for granted at home, long for their families’ help in daily tasks although they do not voice it. The key idea for this campaign is to help people realise the hard work of mums through a simple, moving story and how they could make them happy by lending a helping hand during Tet.
The “Give mum a hand” campaign started a strong movement which sees people across Vietnam vowing to help mums both online and offline, generating a huge amount of attention and publicity.
“The campaign created a meaningful movement in Vietnam inspiring people to appreciate their mums and make them happy this Tet before it’s too late. The response from the campaign has been overwhelmingly successful, with moving conversations in social media and beyond. Only a campaign driven by powerful human insights can move an entire nation to take action,” said Kate Bayona, Head of Digital, Leo Burnett Vietnam.
Credits – Executive Creative Director: Jeremy Southern. Creative Director: JP Albito. Creative Group Head: Thu-Phuong Nguyen. Art Directors: Marc Marcelo, Turine Tran. Head of Digital: Kate Bayona. Social Media Strategist: Phuoc-Hanh Tran. Account Management team: Ankur Malik, Thao-Nhien Vu. Agency Producer: Kate Nguyen. Production House: View Finder. Production House Producer: Hanh Nguyen. Film Director: Thanh-Vinh Tong.