The Drum Awards Festival - Extended Deadline

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By The Drum, Editorial

May 30, 2024 | 3 min read

Winning Media Gold in The Drum Awards for Marketing APAC is Everything Everywhere All at Once from Lifebuoy and Unilever Vietnam. Here is the award-winning case study.

So, breaking news: “Covid is Over.”

And it seems like everything that Vietnamese consumers knew about hygiene protection is forgotten. Completely. Forgotten.

With Hand, Foot, and Mouth disease, conjunctivitis, and seasonal flu making a comeback, Lifebuoy, the biggest hygiene guardian in Vietnam, decided to make our move. Not just by casually reminding our consumers, but by being EVERYWHERE.ALL AT ONCE.

Population-Density Hyper-Targeting

First, we tackled the crowd by introducing population-density hyper-targeting powered by InMobi for the first time.

Major residential districts in big cities were mapped out together with public places and tracked with the Google API. We then placed a time tracker and InMobi’s own polygons on mobile signals in those locations to flag the population density level.

When an in-target user entered the area, a display ad appeared, alerting them to the current density level—low, medium, or high—and immediately directed them to the nearest Pharmacy to purchase Lifebuoy.

Home wifi Targeting

Next was the homecoming with our very own co-work: Home wifi targeting. We tapped right into the moment a consumer was entering their house based on one simple fact: mobile data switching to wifi, coupled with our residential area mapping. So when you come home, you do the Lifebuoy, you do the Lifebuoy, you do the Lifebuoy.

Collaborating with Health Authorities

And here comes the ALL AT ONCE part: Lifebuoy locked the deal together with the Ministry of Health and the Vietnam Pediatric Association to wage a war against all transmittable diseases, leveraging our government’s strong data center.


For the first time, we reached more than 16 million of our target audience (almost 80% of our TA) with an impactful 12.0% CTR (8x the market average). Lifebuoy sales at Pharmacity grew by 112% compared to the COVID peak.

Lifebuoy liquid for in-home use gained 110 bps in the last three months, scoring an impactful 86% market share. Most importantly, millions of Vietnamese now enjoy their daily activities with full protection from Lifebuoy, every time and everywhere, all at once.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

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