INSEE: Holcim is now INSEE

Khanh Nguyen Dao, Minh Viet Le, San Vu

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Campaign details

Brand: INSEEBrand owner: Siam City CementLead agency: Ogilvy VietnamContributing agencies: SenVang Media, Blue Sky Event & ActivationCountry: VietnamIndustries: Industrial & manufacturingMedia channels: Direct marketing, Events & experiential, Online display, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million

Executive summary

In a market where consumers bet their fortunes on the brand of cement they choose to build their once-in-a-lifetime family home, this is the story of how Vietnam's leading brand, Holcim, beat the clock and global benchmarks in...

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