Campaign details

Brand: INSEE
Brand owner: Siam City Cement
Lead agency: Ogilvy Vietnam
Contributing agencies: SenVang Media, Blue Sky Event & Activation
Country: Vietnam
Industries: Industrial & manufacturing
Media channels: Direct marketing, Events & experiential, Online display, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, Television
Budget: 1 - 3 million

Executive summary

In a market where consumers bet their fortunes on the brand of cement they choose to build their once-in-a-lifetime family home, this is the story of how Vietnam's leading brand, Holcim, beat the clock and global benchmarks in projected sales loss following an acquisition that forced it to jettison premium equity built over decades and market itself under an unknown new brand within just six months.