OMO: How Mobile Coupon Triumphed Over In Store Promo

OMO, a laundry detergent brand, gained market share in rural Vietnam as a result of its mobile-led promotion.

Campaign details

Brand: OMOLead Agency: MindshareRegion: Vietnam

Strategy

Objective

For the price sensitive rural population of Vietnam, brand loyalty means a little. For a low involvement category like detergent, promotional gifts appeal to them more. Local brands clutter the rural markets with lower price and below the line tactical promotion.

To arrest declining sales in rural Vietnam, and win back consumers, OMO had to create a scalable rural solution.

Target Audience

Decoding the media consumption pattern of rural audience reveals, TV and mobile are the most penetrated medium across rural. While 30% of the rural...

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