Campaign details

Brand: Comfort
Lead Agency: Mindshare
Region: Vietnam

Strategy

Objective

Tet is the most important occasion for Vietnamese, this is the time when all members of the family gather and put the most of their effort to celebrate a happy and fulfilling Tet.

Target Audience

However, Vietnamese always shy away from expressing their affection even during family reunion moments and expressing love through physical acts of hugging is not a common practice.

Creative Strategy

Fabric conditioner brand Comfort wanted our consumers to stay closer and feel more positive during Tet through the pleasant fragrance.

Context

To trigger our consumers to change, we deployed a holistic approach with Mobile at the centre:

Through a Mobile.

Through a Comfort Tet pack.

And, through Augmented Reality.

Execution

Overall Campaign Execution