Omo Tet – Vietnam

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Unilever
Agency: Lowe Asia
Brand: Omo
Campaign duration: December 2008 - February 2009
Campaign objective: Increase sales, volume; increase market share
Country: Vietnam
Media budget (USD): $5-10 million
Media used: TV (broadcast), Out of home, Point of sale, Print, Public relations, Digital

Executive Summary