CASE STUDY: Eye-care product builds affinity by referencing Vietnam history

Background

Vietnamese eye care product OSLA launched its first campaign in 15 years to bolster market share and fend off competitors, such as V-Rhoto, Cloraxin and Natri Clorid.

Aim

The campaign, created by JWT Vietnam, positions OSLA as a legacy brand that has journeyed with consumers, step by step, through the country’s transformative changes.

Execution

Running from 9 September to 31 October, the campaign consisted of print advertisements and the brand's first-ever TV commercial.

The TVC (above) makes subtle reference to aspects of the country's history while showing a series of Vietnamese people getting relief through use of the product. For example, an old man surveys his drought-stricken crops turning into a lush green field.

The voiceover speaks of ‘washing away weariness’, ‘cooling drought’ and ‘soothing all hardship’. The ad concludes with many Vietnamese faces coming together to form a mosaic of an eye as the voiceover says: ‘A million drops, one love for eyes’.

Results

Monthly sales of OSLA’s eye drops grew four times by volume, while the company’s market share jumped to 40 per cent from 25 per cent, putting it on an even footing with its main competitor, V-Rhoto eye drops. Overall, sales of OSLA eye care range soared 300 per cent.