Wunderman Thompson Singapore
Thu, 07 Nov 2013 05:31:50 GMT
Sales of Vietnamese eye care range OSLA shot up 300% after the company launched its first brand campaign in 15 years. 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.
The sharp jump in sales illustrates the power of brand building in Southeast Asia’s emerging markets, where domestic companies are taking on overseas competition.
Vietnamese pharmaceutical company MERAP, which has historically done little media advertising, brought JWT on board in March to help modernize and refresh their OSLA eye drops brand, to bolster market share and fend off competitors. The campaign, which ran from September 9 to October 31, included print and the brand’s first-ever TV ads.
“JWT’s campaign has put our brand on a new growth track. It really hits home at who were are, and our connection to the Vietnamese people,” said Doan Sy Hien, Vice President of Sales and Marketing at MERAP.
Through striking visual metaphor and concise emotional messaging, the campaign stands out from the cacophony of functional claims typical in the segment’s advertising. The campaign taps into the hardships that the country has endured in recent history. JWT aimed to show the long-standing reputation of the company, and the journey it has travelled alongside Vietnamese consumers.
The ad features an array of Vietnamese people seeing the strife of the past transformed when gazed upon with ‘new’ eyes. A young woman works hard at a piece of pottery which is transformed into a classic Vietnamese vase, an old man surveys his drought-stricken crops turning into a lush green field, followed by a worker in a dusty construction turning to gaze upon Ho Chi Minh’s modern skyline. The voice over speaks of ‘washing away weariness’, ‘cooling drought’ and ‘soothing all hardship’ – comments pregnant with historical referencing. It draws to a close with a plethora of Vietnamese faces coming together to form an eye as the voice over says: ‘A million drops, one love for eyes’.
Many Southeast Asian companies, which typically built scale with mass market production, are now starting to invest in brand building. Domestic companies have the unique opportunity to tap their inside knowledge of the market’s consumers, customize products to local tastes, and to play up their history to differentiate their brand from global competitors.
“Some local brands have tremendous value locked inside, including long-standing reputations that are born of storied histories and uniqueness that transcends age. Often, it’s all about identifying those existing pearls and bringing them to the forefront,” says Saby Mishra, CEO of JWT Vietnam.
Monthly sales of OSLA’s eye drops grew four times, by volume, after the campaign ran, and the company’s market share jumped to 40% from 25%, putting it on even footing with its main competitor, V-Rhoto eye drops, which is made by a Japanese multinational.
“Vietnamese consumers are among the most pragmatic. But the success of this campaign shows that emotional communication done right can truly elevate a brand, and make a real difference,” said Mishra.
view more - CreativeWunderman Thompson Singapore, Thu, 07 Nov 2013 05:31:50 GMT