Racheal Lee
Nov 11, 2013

CASE STUDY: Eye-care product builds affinity by referencing Vietnam history

Vietnamese eyedrop product OSLA launched its first campaign in 15 years to boost its market share.

Background

Vietnamese eye care product OSLA launched its first campaign in 15 years to bolster market share and fend off competitors, such as V-Rhoto, Cloraxin and Natri Clorid.


Aim

The campaign, created by JWT Vietnam, positions OSLA as a legacy brand that has journeyed with consumers, step by step, through the country’s transformative changes.


Execution

Running from 9 September to 31 October, the campaign consisted of print advertisements and the brand's first-ever TV commercial.

The TVC (above) makes subtle reference to aspects of the country's history while showing a series of Vietnamese people getting relief through use of the product. For example, an old man surveys his drought-stricken crops turning into a lush green field.

The voiceover speaks of ‘washing away weariness’, ‘cooling drought’ and ‘soothing all hardship’. The ad concludes with many Vietnamese faces coming together to form a mosaic of an eye as the voiceover says: ‘A million drops, one love for eyes’.

Results

Monthly sales of OSLA’s eye drops grew four times by volume, while the company’s market share jumped to 40 per cent from 25 per cent, putting it on an even footing with its main competitor, V-Rhoto eye drops. Overall, sales of OSLA eye care range soared 300 per cent.

Related Articles

Just Published

14 hours ago

Get vaxxed or get out: Employee demand is spurring ...

In the US, it’s not government policy as much as employee activism that is driving agency vaccine mandates.

14 hours ago

Allen Solly's denim range fits the concept of body ...

Watch the film conceptualised by Ogilvy India here

14 hours ago

Anything that is trending in the world at large ...

The head of sales at Spotify India discusses FMCG advertising trends, audience target areas and more.

14 hours ago

Direct-to-fan marketing skyrockets as consumers pay ...

A new US study reveals opportunity for brands in the creator economy.