The Challenge
Vietnamese people in general have yet to adopt the habit of frequent de-worming. Therefore, although Fugacar is the number one OTC deworming brand in Vietnam, “the ocean of opportunity is still vast” with only 7.3% of the population having dewormed in 2011.
Fugacar also met with various difficulties, including the stock shortage in 2012 so people switched to competitor brand and the habit of deworming twice a year was yet to be adopted widely.
The Solution
Strategy & Idea
“6116 TẨY GIUN ĐỊNH KỲ 6 THÁNG 1 LẦN (VÀO NGÀY 06/01 VÀ 01/06) CHO CẢ GIA ĐÌNH”
(Deworming Every 6 Months (On 6th Jan & 1st Jun) For The Whole Family)
”6116” helps to keep the deworming message easier to stick and it also coincides with 1st of June – International Children Day, which was relevant to key target audience.
The campaign also leverage Fugacar brand to become the recommendation from Ministry of Health in the national campaign for public health. With the MoH’s endorsement, we help to raise awareness and call for action for regular deworming habit via annual PR activities.
Touchpoints
Press Conference, Educational TVC, TV, PR/News
The Results
The only deworming brand possessing a unique national campaign endorsed by the MOH.
Ensuring the number 1 brand position & expanding market share in a declining market.
Video URL/location:
- https://vnexpress.net/tay-giun-dinh-ky-yen-tam-an-tet-3140359.html
- https://nld.com.vn/suc-khoe-dinh-duong/hon-20000-tre-em-tim-hieu-ve-tac-hai-cua-nhiem-giun-20150108191948732.htm
- Educational TVC: Fugacar educational tvc.mp4
Categories: Healthcare, Intergrated Campaign
