Campaign Summary

P/S, Vietnam's leading oral care brand, launched a comprehensive campaign to address the country's oral health challenges. The initiative combined innovative digital solutions like Zalo Tele-dentistry with large-scale offline events, partnering with the Ministry of Health and Voice of South Asia (VOSA). By promoting biannual dental check-ups and offering free consultations, P/S reached millions of Vietnamese, significantly impacting public health while strengthening its market position and brand perception as an oral health expert.

Strategy

Objective

P/S aimed to transform its brand image from a family health brand to an oral health expert, increase brand awareness, and address the critical issue of limited dental care access in Vietnam.

Context

Building on the success of a free hotline introduced in 2022, P/S launched Zalo Tele-dentistry in 2023, recognizing that 93 percent of Vietnamese use this platform. This service allowed for real-time chat, calls, and dental image sharing, enhancing consultation quality.

Target Audience

The campaign targeted the 30 million Vietnamese who had never visited a dentist due to limited access, with a particular focus on addressing the high prevalence of oral diseases among children.

Creative and Media Strategy

P/S promoted biannual dental check-ups through consistent messaging across integrated online and offline channels. The campaign utilized TV, digital media, social platforms, and telecom services to reach diverse audiences, including low-income and non-smartphone users.

Execution/Use of Media

The campaign execution included:

• Partnering with the Ministry of Health and VOSA for a nationwide event
• Providing free check-ups at 36 dental hospitals across Vietnam
• Launching Zalo Tele-dentistry for direct consumer-dentist engagement
• Creating an end-to-end journey from online check-ups to offline treatment
• Leveraging national TV channels, key opinion leaders (KOLs), and social media platforms
• Implementing geo-targeting for localized messaging and dental hospital access

The campaign leveraged metaverse technology to offer interactive experiences and engage users more effectively than traditional marketing channels.

Business Impact

The campaign achieved significant results:

• Reached 21 million Vietnamese with the key message
• 100,000 Zalo entries seeking dentist consultation in March 2023
• Over 50,000 people received in-person checkups in 10 days
• P/S's brand power increased to 32.2 percent (Q1 2023), up 30 basis points
• Value sales exceeded the brand's monthly target by 122 percent
• Penetration uplift of 50 basis points
• Value share Q1 of P/S anti-cavity uplifted 40 basis points
• Created 14,300 buzz mentions in March, highest in the Oral category

The campaign established P/S as Vietnam's No. 1 oral health expert, demonstrating a long-term commitment to protecting millions of Vietnamese from dental diseases. By effectively leveraging mobile innovation, P/S not only accelerated brand growth but also made significant strides in public health education and access to dental care. The campaign's success in engaging consumers and providing practical solutions for dental checkups has set a new standard for corporate social responsibility in the oral care industry.