The campaign, by Lowe Vietnam, uses TV, print, outdoor, activation and point-of-sale. The commercial features a brand anthem sung by Miss Vietnam, Ngoc Khanh.
Lowe also manufactured a PS brand mascot â” a giant walking smile â” in the hope of creating a 'smile craze'.
Meanwhile, a variety of branded portraits, which range from a young child to an elderly worker, run alongside in print.
The campaign has met with unprecedented consumer...
- Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
- Unlimited website access*, and an archive of more than 70,000 articles
- Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
- Daily newsletters and breaking story alerts straight to your inbox
- New weekly feature articles on the latest research, innovation and marketing trends
- Be the first to hear about industry events