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...