Start with MKT objective is to reach out to potential customers in the Mekong Delta in order to generate demand for the product in comparison to other low-cost options, and the com objective is to raise Mekong Delta consumer awareness of Sunlight Chanh 100 by promoting key message that
"remove tough grease even on plastic", so what solution would be best for this year's "challenge"?
From creative point of view, we have to decide on an easily accessible context in rural consumers' everyday lives in order to convey key message in a way that is both insightfully attractive and engagingly relevant.
It would be impossible to discuss Mekong Delta without mentioning the splendour of its regional cuisine, which is an expression of national pride: bun nuoc leo, banh xeo, curry... The key to making delectable meals is in the ingredients and seasonings, but they can leave tough greases that are difficult to remove, especially on plastics. With the help of Ecotech, Sunlight Chanh 100 gets rid of any tough greases on plastic easily.
Thus, for Sunlight Chanh 100, we intended to develop a creatively metaphorical character
THE TALENTED PLASTIC DISWASHER
MUSIC VIDEO CÔ BA CHANH
Kick off with a short film: CÔ BA CHANH- Bàn tay vàng trong làng rửa chén dĩa nhựa (The Golden Hand in Plastic Dishwashing). She is a product representative and well-known at the "Mekong Delta Floating Market" for her incredibly lightning-fast and clean dishwashing abilities. Legend has it that any stall where Ba Chanh washes dishes will sell well.
A collaborative music video project between PUKA and composer DATKAA aims to enhance brand awareness among rural consumers by showcasing the product's key message in a pleasant, approachable, and bold style utilising the style of Mekong Delta.
KEY VISUAL
With the desire to bring the brand image closer to the Mekong Delta region, KV uses the image of Cai Rang floating market - the place described in the MV, is the busiest and most famous area in the Western region when people person mentioned.
