Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agency: Ogilvy Vietnam
Industries: Cleaners & detergents
Media channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio & audio, Websites & microsites
Budget: Up to 500k
Despite being market leader in the rest of Vietnam, dishwashing detergent brand Sunlight had always been a distant number two, while a local brand was number one, in the rural areas of the Mekong Delta.
For a low-involvement category like dishwashing, the price-sensitive inhabitants of rural Mekong focused only on the end benefit.