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JWT Vietnam claims 20% sales lift from ‘When parents tell lies’ ad for Ensure milk powder

Advertising agency JWT Vietnam is claiming that sales of a powdered milk product have increased by one fifth since it launched a campaign for Abbott’s brand Ensure in September.

The campaign began with a three-minute film, titled ‘When parents tell lies’, which showed the sacrifices Vietnamese make for their families.

The online film was followed by an activation push, supported by PR and and digital, that encouraged adult Vietnamese to repay the love of their ageing parents by giving them Ensure. 

The film directed people to a microsite where they can record a personal message in their own voice for their parents, and send a ‘Gift of Love’. The site featured a ‘family dating’ column that encouraged children to spend more time with their parents, and offered advice on how caregivers could take better care of their elderly parents.

The video has generated just under 1 million views and has been described by the agency in a press release as “viral”.

Saby Mishra, CEO of JWT Vietnam, said: “Filial piety takes on a whole new tenor in a nation like Vietnam, which is changing fast but is still very much a developing country. A generation of Vietnamese undertook untold hardships to give their children a better life, while gracefully hiding the pain within. Today’s upwardly-mobile Vietnamese have an innate desire to reciprocate, but they often get caught up in their busy, modern lives. We wanted to position Ensure as a brand that can resolve that tension, with a clear message and strong call to action.”

He added: “The success of this campaign is an example of how to consumerise what is considered a serious category, and drive scale by using superior insights.”

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