Campaign Summary

Lifebuoy's "The Safe Ticket Home" campaign addressed the challenges of COVID-19 and economic recovery during Vietnam's Tet celebrations in 2022. By partnering with Vietnam Railways and Momo e-Wallet, Lifebuoy identified financially struggling individuals and provided them with free train tickets and hygiene products. The campaign not only enabled safe reunions for over 25,000 people but also significantly increased Lifebuoy's sales, market share, and brand sentiment during a traditionally slow season for hygiene products.

Strategy

Objective

Lifebuoy aimed to maintain brand relevance without overemphasizing hygiene fears, while enabling safe reunions during Tet and supporting those financially impacted by the pandemic.

Context

Following two years of COVID-19 restrictions, Vietnam reopened its economy in 2022. Tet presented an opportunity for family reunions, but many citizens faced financial challenges in returning home.

Target Audience

The campaign targeted two main groups:

1. Parents with children, aged 30-45, living in urban and suburban areas of Vietnam
2. First jobbers and students, aged 18-24, living in urban areas and working far from home

Creative and Media Strategy

Lifebuoy partnered with Vietnam Railways and Momo e-Wallet to identify financially struggling individuals through an algorithm that tracked low e-wallet balances and frequent ticket searches.

Execution/Use of Media

The campaign execution included:

1. Building an algorithm to identify those with low Momo e-Wallet balances and multiple ticket searches
2. Offering free train tickets and Lifebuoy sanitizers to identified individuals
3. Providing Lifebuoy products for purchase on Momo, with proceeds contributing to the cause
4. Creating a music video "Train to Home" to promote the campaign

Business Impact

The campaign achieved remarkable results:

• 9 million views for the "Train to Home" music video in six days
• Over 20,000 tickets offered through Momo collaboration
• 1.3 times sales growth during Tet period
• 35 percent increase in penetration
• 15 percent increase in market share, reaching 85 percent (highest ever)
• 25,000 consumers brought home safely on Lifebuoy-enabled trains
• 125,000 hygiene safety boxes distributed

"The Safe Ticket Home" campaign positioned Lifebuoy as one of the most supportive brands in Vietnam during Tet 2022. It was ranked as one of the best Tet campaigns, verified by BuzzMetrics and YouNet for buzz impact. Lifebuoy maintained its status as a key national brand with strong top-of-mind association and perfect sentiment scores (1.0). The campaign's success in combining brand purpose with practical assistance set a new standard for corporate social responsibility in Vietnam, demonstrating how brands can address societal needs while achieving business objectives.