As a newcomer, Dai Gia Dinh had lower brand awareness than other strong competitors in the market, and faced a huge challenge – To build brand awareness with great differentiation among competitors as due to the occasion’s culture, the brands’ theme have always been emphasizing mainly on family reunions. The brand sought to build an instant connection with target consumers, mainly housewives and mothers in families.
The concept was developed by the unspoken and unrecognized needs/wants of women to be appreciated by their loved ones, instead of focusing family reunion. Vietnamese culture does not typically express love and gratitude for the daily sacrifice mothers make. Thus, an integrated campaign with a digital-lead was launched in December with the initial use of PR and social media to voice out the lack of appreciation husbands and children have towards women who make daily sacrifices. Then, we created a microsite for people to display their appreciation towards their women by creating message, not only online but also broadcasted live at the shopping malls.
All messages were finally collected into an exhibition at big shopping malls in key cities, which captured all the emotions from laughter to tears of the women who received “Thank You’s” from their husbands and children.