Campaign details
Brand: OMOBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Lowe, Biz-Eyes, Pokkt, GoogleCountry: VietnamIndustries: Laundry productsMedia channels: Events & experiential, Mobile & apps, Outdoor, out-of-home, Sales promotionBudget: 3 - 5 million
Executive summary
Thousands of Vietnamese children spend up to six hours a day looking at a screen. They prefer a smartphone with games, cartoons and toy review videos to any kind of outdoor sports, or even to communicating with others.
This ‘head-down’ syndrome gets worse during the school holidays, when kids have plenty of...