CLIENT
Procter & Gamble
1. Jessica Ruth Biscocho - Brand Manager
2. Noelle Wong - Media Lead MSV
3. Nguyen Thinh - Media Lead VietNam
4. Tran Vu Thi Mai - Procurement Lead
5. Thuy Tran - Asst. Brand Manager
6. Paul Quoc - Asst. Brand Manager
AGENCY
1. Phong Le - Client Lead
2. Thoa Tran - Planning Lead
3. Vy Nguyen Thao - Digital Planner
4. Dibendu Moulick - AOR Lead
SUMMARY
Head & Shoulders, despite being in Vietnam for decades, has one of the lowest brand awareness driven by the brand name being too complex for local consumers to pronounce. We identified an insight that takes the tension away and gives it a positive spin by celebrating the funny mispronunciations to make Head & Shoulders more memorable and drive our brand benefit in a way that Vietnamese consumers would love! This campaign has delivered record-breaking results: Highest-ever unaided brand awareness at 37.7% growing 174% v YA, and highest-ever value share at 10.1% among others.
