The campaign, “Give mum a hand”, is running across TV, print, digital, social and point-of-sale until mid-February.
Tet has long been considered as a “big promotional season” within the category of FMCG, and is also a demanding season for mums who usually prepare for the festival for the whole family.
The three-minute TVC shows that mums, who are typically taken for granted at home, long for their families’ help in daily tasks, although they do not voice it.
The idea for this campaign, which is aligned with the brand purpose of ‘touching lives, improving life’, is to help people realise the hard work of mums through a simple, moving story and how they could make them happy by lending a helping hand during Tet.
The platform “Give mum a hand” and its icon were introduced through multiple communication channels, including a Facebook App.
Kate Bayona, head of digital at Leo Burnett Vietnam, said the campaign created a meaningful movement in Vietnam inspiring people to appreciate their mums and make them happy this Tet before it’s too late.
Client P&G Vietnam
Brand MBCI (Tide, Downy, Ariel, Rejoice, Pantene, H&S, Pampers)
Campaign name Give mum a hand
Creative Agency Leo Burnett / M&T Vietnam
Executive Creative Director Jeremy Southern
Creative Director JP Albito
Creative Group Head Thu-Phuong Nguyen
Art Director Marc Marcelo, Turine Tran
Head of Digital Kate Bayona
Social Media Strategist Phuoc-Hanh Tran
Account Management team Ankur Malik, Thao-Nhien Vu
Agency Producer Kate Nguyen
Production House View Finder
Production House Producer Hanh Nguyen
Film Director Thanh-Vinh Tong