CAMPAIGN SUMMARY
Laundry detergent brand Viso wanted to drive awareness among mothers in Vietnam to reclaim some of the market share it had lost in recent years due to increased competition. The brand partnered with the Ministry of Education to develop a campaign where consumers could help underprivileged children with scholarships and clean school clothes. Viso leveraged location-based mobile technology (Mobile Marketing) to alert consumers to nearby events and invite them to participate in the “New White Shirt, New Beginning” campaign.
