POT OF GRATITUDE

Credits & Description:

Category: Dimensional Mailing
Advertiser: UNILEVER
Product/Service: OMO WASHING POWDER
Agency: LOWE & PARTNERS ASIA
Date of First Appearance: Dec 19 2009 12:00AM
Entrant Company: LOWE & PARTNERS ASIA, Ho Chi Minh City, VIETNAM
Executive Creative Director: Bob Cohen (Lowe & Partners, Asia)
Associate Creative Director: Antonio Bonifacio (Lowe & Partners, Asia)
Art Director: Antonio Bonifacio (Lowe & Partners, Asia)
Art Director: Josh Breidenbach (Lowe & Partners, Asia)
Art Director: Chian De Leo (Lowe & Partners, Asia)
Vanessa Hurst: Agency Executive Producer (Lowe & Partners, Asia)
Duy Ho: Production Manager (Lowe & Partners, Asia)
Siddharth Malhotra: Account Director (Lowe & Partners, Asia)
Anh Tran: Account Manager (Lowe & Partners, Asia)
Indraneel Guha: Strategic Planner (Lowe & Partners, Asia)
Media placement: Direct Mailer - Schools / Modern Trade - December 2009

Describe the brief/objective of the direct campaign.
Brief: Tet, the Lunar New Year is the most important holiday in Vietnam. Much of the spirit of the holiday is based on the value of gratitude. How to associate OMO with Tet and encourage kids to give a symbolic Tet flower to their mothers as an act of gratitude.

Explain why the creative execution was relevant to the product or service.
Creative: It's a pot. Inside the pot is dirt, and 2 sachets (OMO and Tet flower seeds). Buried in the dirt is an OMO T-shirt. Instructions on sachets: wash shirt with OMO, plant seeds in pot. The cared for plant becomes symbolic Tet gift.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution: An all in one direct mail that put both the product and the act of giving into action. By getting dirty, kids could show gratitude to their loved ones, so we proved that dirt is good.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Results: OMO is associated with Tet and gratitude. Pots distributed: 14,000. Packs sold: 25,000,000 (Before pots were distributed 19 000 000 pack were sold). ROI: 4.6 dollars for every dollar spent.