〈跟孩子一起說謝謝〉:亞洲實效營銷節作品範例

2011年亞洲實效營銷節「最佳品牌忠誠度行銷」類金獎得主亞太區Lowe為Unilever的奧妙(Omo)洗衣粉製作的越南新年(Tet)行銷案。



OBJECTIVES 目標
With the Lunar New Year (Tet) around the corner, OMO wanted to thank the millions of mothers who had shown faith in the brand. The challenge was to say ‘thank you’ without seeming phony. OMO wanted to strengthen the brand’s stature, be the most loved brand during Tet, and sell 19.5 million OMO packs in the three months of activity.

越南春節將近之際,OMO希望感謝百萬母親對品牌的信任。挑戰在於如何說「謝謝」而不至於讓人覺得很假。OMO希望增加品牌的存在感,要成為越南春節檔期最受熱愛的品牌,並在三個月的活動期間賣出1,950萬包OMO洗衣粉。

STRATEGY 策略
The brand used its well-known ‘Dirt is Good’ marketing platform to have children say thanks for all the good their mothers have done, thus tapping into the intense feelings of familial gratitude around the time of Tet. The brand gave kids in schools the materials to plant a seed and design their own pots. For kids it couldn’t reach, it used its website to let kids nurture e-seeds. On Tet day, the pots were given to mothers. TVCs and outdoor advertising helped build emotional impact for the campaign, including one ‘landmark billboard mural’ that was made entirely of 1 million flowers.

延伸利用了奧妙知名的「泥巴很棒」行銷平台,讓孩子對母親為他們所作的一切表示感謝,同時也契合春節期間對家人抱持感謝的氣氛。奧妙向在學的孩子發出種子,並讓孩子自己設計花盆。無法直接接觸到的孩子則可以利用網站栽培電子種子。並讓孩子在春節那天把自己種的花獻給母親。電視廣告和戶外廣告幫助創造感性印象,尤其是一個由超過百萬花朵構成的戶外壁畫,成為活動的點睛主題。

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