The campaign is anchored in the local cultural insight of Tet (Vietnamese New Year), bringing prosperity and luck.Enter Omo as the Dragon (power and prosperity) and Comfort as the Phoenix (rejuvenation, mother love and hope). Together, they symbolise a perfect union. We brought to life this theme across media channels and also ran a "lucky gold" consumer promotion.The campaign achieved the desired emotional connect and also overcame the inherent risk that consumers would perceive the "gold offer" as a purely commercial hook.

360 degree across traditional and non traditional media.On TV, teasers, pop-ups, promo announcements and thematic TVCs. Focus through most popular gameshow sponsorships/changes of programme set designs. Capitalising on the insight that Vietnamese travel back to their homes for Tet, our TVC was strategically placed on LCDs at train stations and airports.Our ads also appeared on the front cover of top magazines, and the theme integrated with the magazine covers. Winner announcement leaflets and lucky money bags (lixis) were put on front covers, inside and dominated through three consecutive ad placements.We dominated the OOH landscape through building banners, bus shelters and market banners.