Lifebuoy: Safe ticket home

LifeBuoy, an FMCG, improved brand penetration and sales with its Safe Ticket Home campaign which sponsored a free train ticket home during the Tet festival, to individuals in financial need.

Campaign details

Brand: Unilever Vietnam / LifebuoyAgency: MindshareEntrant Region: APAC

Strategy

Objective

Vietnam opened its economy after 2 years of fighting pandemic. On Tet (Vietnamese New Year), its citizens were looking forward to reuniting with their family. But in a country burdened by economic recovery, not everyone had the financial means to afford a family reunion. Lifebuoy had become integral part of the Vietnam's fight against pandemic by raising awareness for safety and hygiene. While the brand would continue ensuring safety in travel, not everyone was able to afford a trip to their hometown. Lifebuoy...

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