100% recycled plastic means less waste plastic thrown into the environment. However, ‘protecting the environment or less plastic’ seems to be generic and not tangible enough for people nowadays to see the difference they can make, hence they cannot feel the significant impact & pride of being a part of something bigger. Therefore, ‘grand environment topic’ is easily skipped over, especially on social nowadays. However, one truth of Vietnamese is that we love animals, especially the super super cute ones (By the way, you don’t?). Any animal topic, especially those affected by plastic pollution, is one of the most discussed topics that gain lots of attention, shareability & love from netizens. So instead of avoiding our convenience, what if we let our super cute species together with the brand directly apologize for the ‘No-handle’ Inconvenience & ask for the empathy for our purpose in a super cute way that no-one can resist? If you can just sacrifice a little, just a little inconvenience to save their life, wouldn’t you do that? We want to tap into the love of natural animals & species of human beings to bring this campaign alive.

BIG IDEA: SORRY FOR YOUR INCONVENIENCE! We let our beneficiaries, our super super cute animals, be our ambassadors to together speak out & spread out the message with the brand in a super super cute way that no one can resist: A turtle with watery big eyes, a super emotional seal and a grateful seagull holding our no-handle bottle saying “sorry for your inconvenience, you save our life, do you know that?” This is a ‘neutral-medium idea’ that went buzzy on omni-channel.

Trigger talkability: We first gained people attention by letting our turtle, seal, and seagull ambassadors with irresistible big emotional eyes HI-JACKING 3 famous KOLs’ profiles (two of them are Dieu Nhi - Anh Tu - the hottest new-married couple with large fandom on social back then) & saying our message: ‘Sorry for your inconvenience' On the very 1st 24h, camp captured enormous attention with 250k interactions on KOLs pages. Right after that, people started to join the conversation asking why they say sorry and sorry for what? Some fans even guessed their accounts were hacked! Thousands of fans changed their avatars. Immediately, many un-booked pages & brands reshared as a new trend #xinloivibattien with bubbled-eyes characters. Reveal & Spread: The next day the KOLs unveiled the true novel story, elaborating new bottle design meaning & showing their support for the Sunlight Floorcare act. Fans jumped into the conversations & showed their grateful support & compliments for such a cute sorry. Just in 2 days, our message & hashtag #sorryforyourinconvenience listed in the hottest social topic, spreaded & re-posted by many popular pages, communities & even got support from other brands on social media. Right after the social stunt, we made our official Apology appear on YouTube as well by launching the Digital video featuring the super cute turtle saying ‘Sorry for your convenience’ to moms. The video went viral & gained 10M views just in weeks. The sincere message also went ambiently via LCD, Display ads & Facebook posts. Maximize & amplify: Sunlight Floorcare also let our cutest ambassadors together with Hot influencers share tips on how to hold the no-handle bottle properly. More than a thousand creative postures holding the pack were submitted with super positive sentiment. Finally, to make our Apology more approachable at offline touchpoint, we built a 6-meter Turtle statue embracing our No-handle bottle with the sincere message ‘Sorry for your inconvenience’ and placed it near the Cresent Lake - one of the most crowded places of District 7. This activation gained a lot of positive reactions & support from the passengers stopping by. Many hot influencers & social activists came spreading our message & called their fans to support Sunlight’s eco campaign. The apology was then picked up by media outlets & surprisingly, we stand a chance to be FOC broadcasted on HTV9 news program. Our cute gang of sea animals had successfully delivered our Brand’s apology for such inconvenience and more than that, even made it such a meaningful act that went viral.

Despite CSR campaign, Sunlight Floorcare did gain tangible results in terms of Sales Uplift, Brand Health Impact & Social buzz Quality, after 1.5 months of execution: Business Results: Sale Value gains 26% uplift for 1kg bottle with new pack design nationwide(vs. L3M) Brand Health impact: Absolute Brand Lift: Up to 4.9% lift (vs Homecare Norm: 1.8%) in positive brand awareness vs. those who did not see Sunlight Floorcare ads. Social Media Results: Results exceeds expected KPI: 250,000+ Buzz 150,000+ Unique users joining 1/1 Sentiment score with no negative responses to such environmental campaign 1st time Sunlight Floorcare lands in top 3 monthly BSI top campaigns Strong balance among paid-earned-owned media, especially from organic earned media, even got Broadcasted on HTV9 (FOC)