OMO: Give a little, to bring more joy

Detergent brand OMO launched a TV, digital and outdoor campaign to change the meaning of New Year, or Tết, to help drought victims in Vietnam.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: MullenLowe SingaporeContributing agencies: Mullen Lowe Vietnam, Mirum, Focus MarketingCountry: VietnamIndustries: Laundry productsMedia channels: Events & experiential, Online display, Outdoor, out-of-home, Public relations, Search marketing, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

In 2016, the water level of the Mekong River went down to its lowest, resulting in the worst drought in 90 years in Vietnam. The drought affected 39 out of the 63 provinces, with 20 million people and 40,000 households in rural provinces struggling to survive....

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