Unilever’s OMO launches New Year campaign to encourage family bonding

Inspired by OMO’s brand idea ‘Dirt is good’, the comprehensive nationwide campaign, which is running until 28 February, aims to bridge the distance between grandparents and their grandchildren through play.

A 30-second TVC sees children create a giant li xi (red envelope) for their grandparents, who,  according to tradition, would usually give li xi to their grandchildren.

The agency wanted to find a way that children could connect with their grandparents. 

“We conducted various play groups with kids to see what could be a simple, yet inspirational ‘play trigger’ for kids that would bridge this emotional distance,” said Indraneel Guha, director of strategic planning services at Lowe Vietnam. “Role reversal made kids respond the best.”

OMO teams also visited primary schools across Vietnam with kits to help children draw and decorate 'voice enabled' Tet greetings cards for grandma and grandpa.

A branded and decorated landmark building in Ho Chi Minh City will host greetings card and other activities for children in the lead-up to Tet.

Ten consumers stand a chance to win cash prizes of VND1 billion (US$50,000) by texting the promotional code from OMO’s special Unity Packs, which are designed to depict Vietnam’s six key cities connected in a circle. This element is supported by an additional promotional TVC, shopper and print.

Funds raised by the text messaging will be used to provide bus tickets and free gifts to city workers from the Mekong Delta community who cannot afford to connect with their families over the festive period.

“Research revealed that mothers in Vietnam are genuinely concerned that the geographical distance between city and countryside was also becoming an emotional distance between children and their grandparents,” said Nguyen Thi Thu Hang, group brand manager for OMO at Unilever Vietnam. “Tet is the time for families to be together.”