In Vietnam, TET holidays represent the most important event of the year.
During that time, most Vietnamese head back to their hometown by motorbike. A long way that put them at risk given the state of their engines. Total Lubricants promise being “Complete Protection. Ultimate Performance”, we developed a campaign message both functional and emotional: Have a safe Tet holiday with Total. Protects yourself, like TOTAL protects your bike.
Followed by a phygical activation in which we invited users to engage with The Total Customized Helmet, that will get them back home safely.
To win it, users had to buy a bottle of lubricant which was coming with a scratching card in the traditional TET red envelope. Once connected, the winning card got the lucky winners to customize their helmets with a combination of TET inspired designs.
The campaign reached over 5x the KPIs of engagement.
