Vim: Power of 1

This campaign, for toilet cleaner Vim in Vietnam, aimed to educate the target audience about sanitation habits in order to encourage them to pay for the brand.

Vim: Power of 1

Lowe Asia-Pacific

Summary

Making people pay to learn about a brand

The 'toilet cleaning' category in Vietnam had many problems. To begin with, 93% of Vietnam doesn't use them at all. All people were looking for were stain free toilets. A job for which, detergents or just plain water was thought to be good enough.

Vim is a toilet cleaner built for 'germ kill'. Since people didn't feel the need for 'germ kill' the planners needed to think of a way to get Vietnamese people to understand the importance of it.

WE MADE PEOPLE PAY TO...

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