Campaign details

Brand: Totalgaz
Lead Agency: DigiPencil MVV
Region: Vietnam

Strategy

Objective

Totalgaz supplies Liquefied Petroleum Gas (LPG) to Vietnamese families with the promise "Safety". The most important season for Totalgaz is Tet, when families buy new gas cylinders to prepare for Tet cooking season. Our competitor outspent us on OOH and TV, so we wanted to find a new idea to target Vietnamese modern women and deliver Totalgaz's Tet message in an innovative way.

Target Audience

Our target audience is the Vietnamese connected moms. They are the family caretakers and conscious of safety. They are highly mobile-savvy and social media active. Audience size is around 3.5 million in the age of 28-35 years old, living in key cities.

Creative Strategy

Level up from our brand platform "Safety Kitchen God", the God who celebrates a safe Tet with Vietnamese families and the insight of Vietnamese modern moms.