Lifebuoy: Infection Alert System

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Campaign details

Brand: LifebuoyAgency: Mindshare

Strategy

Influenza infects around 1.8 million individuals each year in Vietnam* – not counting unrecorded cases. Seasonal diseases are also getting more out of control in recent years like H1N1, Flu, Hand-Foot-Mouth disease, etc. Why?

Firstly, public news only speaks up when diseases have already broken out. While risk of infection has become much more severe.

Secondly, Vietnamese moms still go for the cure rather than prevention, so alerting them in advance becomes critical to change this mindset.

Target Audience

As a leading hygiene brand in Vietnam, Lifebuoy's mission is to help...

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