Campaign details
Brand: SunlightBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Ogilvy VietnamCountry: VietnamIndustries: Cleaners & detergentsMedia channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio & audio, Websites & micrositesBudget: Up to 500k
Executive summary
Despite being market leader in the rest of Vietnam, dishwashing detergent brand Sunlight had always been a distant number two, while a local brand was number one, in the rural areas of the Mekong Delta.
The objectives for Sunlight were to:
- Get lapsers and competition users to...