Case Study

PRODUCT: Cement INDUSTRY: Building materials

CLIENT: Insee AGENCY: Sen Vang
TIME: December 2018 BUDGET: 10,000 - 100,000 USD
CAMPAIGN TYPE: CSR (Corporate Social Responsibility)

BACKGROUND
With the campaign of renaming the brand "Holcim is INSEE", INSEE has succeeded in protecting the
market, strengthening the brand reputation in distribution channels and construction contractors.
However, the INSEE brand also has some problems:

1. New brand, so it is not known.

2. INSEE needs to continue strengthening the brand building, especially the homeowners to
make them gradually know and love the brand.
3. Most consumers only know that INSEE is cement, while this brand has many types: civil
cement, industrial cement, concrete, …
Therefore, in 2018, INSEE decided
- Redefining the business line from "Cement" to the brand of "Building Materials" to provide more for
civil, decorative and industrial needs, with waste management solutions.
- At the same time introducing the new brand "Build For Life". INSEE believes that the world would
be a better place if everything we build could always make life worth living. Moreover, INSEE
wishes to increase the love of the brand to connect with the community.
TARGET
Building an image for INSEE to become closer to everyday life, interpreting the spirit of "Build For
Life" contributes to making life more joyful.
Redefining the industry: from cement to Building Materials Group with many business segments,
including Concrete.

ENFORCEMENT
Preparation
Super car reindeer: more than 80,000 LED lights are mounted on the body to turn two tank trucks into
giant LED screens. Familiar images of Christmas such as reindeer cars, gift boxes, Santa Claus,
snowflakes, pine trees ... are available to appear on the giant LED screen in turn.
Christmas wishes: writing letters to Santa, the program's crews secretly collected nearly 100 wishes
from the children in Thu Duc Youth Village and made each of their wishes come true.
Awareness
Reindeer cars travel on the roads of Saigon during the Christmas season, going through the symbols
of the city: Landmark 81, Independence Palace, ... Tank trucks glow brightly with LED lights that
attract people's attention.

Event
Two meaningful Christmas Festivals for more than 700 children organized at City Children's Hospital
and Thu Duc Children's Theater,brought them lots of joyful and sent gifts to the children.
Through the event, the companions of Starbuck, Schindler & Guardian supported and cared the
children in Thu Duc Youth Village.

Social
The campaign was implemented with a combination of talent and social pages on facebook to spread
the message.
Result

Within 1 week of the campaign:1.5 million video views + 50,000 engagement with a Digital Ad
budget of 3,500 USD.