Lifebuoy: Safe Ticket Home

Hang Tong

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

Campaign details

Brand: Lifebuoy Brand owner: Unilever Entrant company: Mindshare, Idea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Bath toiletries, soaps Media channels: Product sampling, Social media, Merchandise & free gifts, Online display, Online video, Outdoor, Out-of-home, Word of mouth, Influencers, KOLs, Sponsorship - media Budget: 500k - 1 million

Executive summary

Vietnam opened its economy after two years of fighting the COVID-19 pandemic. During Tết 2022 its citizens were looking forward to reuniting with their families. In a country burdened by...

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