Tiêu đề UFLL Lifebuoy Finale Challenge.pptx ✅

UFLL 2020 The Finale Challenge The Context Covid19 is still a huge hidden risk in Vietnam even-though the situation has been controlled and the new normal has finally set in. European countries are reinstating restrictions, lockdowns, curfews as Wave 3 or even 4 is lurking everywhere. Hygiene, in home and on-the-go has become deadly crucial to protect oneself, one’s family and one’s loved ones. Yet Covid19 is not the only pandemic that we should worry about. “Unless there is a “seismic shift” in how countries collectively deal with infectious diseases, future pandemics will emerge more often, spread more rapidly, cause greater damage to the global economy and kill more people than COVID-19” international experts warned in a UN-backed report published on 26/10/2020. “Escaping the era of pandemics is possible”, the experts said, but will require “a seismic shift” in approach, from reaction to prevention. We are looking at individual awareness on personal hygiene and self-protection as one of the most important factors to this “seismic shift”. Now, that would be that WHAT, next question is the HOW. How do we make sure that our Vietnamese consumers take their personal hygiene seriously especially for their on-the-go activities under the New Normal?
UFLL 2020 The Finale Challenge The Brand and its Mission For a healthier Vietnam Vì một Việt Nam khỏe mạnh hơn To educate 25 million Vietnamese people about hand hygiene habit by 2025 Lifebuoy is one of the 1st brands of Unilever born with purpose, written in its own name – the brand anchored on hand hygiene, bringing better health to consumers around the world. In 2020, it launches the 1st of its infamous Hand Sanitizers range with 2 formats: Gel and Spray – suitable and convenient for every personal need on Hand Hygiene. Gel Hand Sanitizers – for every hand hygiene need when there is no access to water. Spray Hand Sanitizers – going beyond than just hand, to places where your hand needs to come into contact with: your smart phone, laptops, doorknobs, etc. Lifebuoy Hand Sanitizers Range Gel & Spray Kill 99.99% germs Clinically proven and authorized by Vietnam Health Environment Management Agency (Cục quản lý môi trường Y Tế). Safe for Medical Usage Safe on your skin with Vitamin E extract. Mission for Lifebuoy Hand Sanitizers: Educate and Recruit 100% of Vietnamese aged from 18 to 35 years old with an active, highly socialized lifestyle to use hand sanitizers (spray and gel) on a daily basis
UFLL 2020 The Finale Challenge The Challenge Vietnamese consumers tackle Covid19 with a good-for-short-term risky-for-long-term reactive behavior. That means, if the situation is worsen, they will do everything they can to protect the hygiene of themselves and their families. But if the situation becomes better, hygiene fatigue will set in, they will soon forget to take the necessary steps for their personal hygiene. For Lifebuoy, that would be a big risk for our community and each individual among us. We need to ensure our consumers move from that risky reactive mindset to the more sustainable habitual behavior – treating personal hygiene as a part of the new normal. Tết is coming up – the season of domestic migration is coming, lots of reunions, outdoor activities, moving around and travelling to places are expected. This is the time for Lifebuoy to step in. HOW will Lifebuoy – as the number 1 brand in Hand Hygiene encourage and successfully recruit 50% of Vietnamese aged from 18 to 35 years old, living in GT4 (Hà Nội, Hồ Chí Minh, Đà Nẵng, Cần Thơ) with an active, highly socialized lifestyle to use hand sanitizers (spray and gel) on a daily basis at public places to protect themselves, their loved one, their community from Covid19 or even more diseases to come, during this Tết 2021? This is not a strictly communication challenge. Do think beyond communication, think innovative products, think stunning packaging, think out-of-this-world promotion mechanism.