With nearly 19 years in the market, Boganic liver tonic is considered as the leading product in Vietnam. Boganic chose Michia Communication for its prestige and professionalism to co-operate in spreading the message “Care for the liver before it is too late”
BACKGROUND
Derived from the facts: Liver disease is a common disease in Vietnam but most people are still confused how to prevent it. Particularly, the situation of alcoholic beer, alcoholic drinks has a great impact on liver health. Boganic is a brand of natural liver tonic, fully utilizing Vietnam’s natural medicinal resources, wants to raise alarm bells and help communities know how to protect the liver and prevent disease before it’s too late. Quyen Linh – MC, actor famous for his image of people from North to South, who is also active in social and humanitarian projects will be the companion to help the campaign spread widely to the whole community. The campaign will not only help promote products more widely to consumers nationwide, especially the southern market (where Traphaco is pushing for more), but also help increase the brand value for Boganic as a product for the community, for a healthy life and for the health of the people. It is also a way to differentiate itself from competing products in the market, which only focus on advertising.
PROCESS AND CHANNELS
Based on the above analysis, Michia Communication has given overall campaign to Traphaco, which can be considered as having no precedent in the pharmaceutical industry with the following main activities:
1. Press conference: Quyen Linh and Boganic press conference, announcing the campaign of ”Care for the liver before it’s too late” at the material planting area in Sapa.
2. Quyen Linh and the reporter visited the farmers in the planting area directly, listening to how the story of the trees changed their poverty.
3. Quyen Linh participated in a video clip on the status of liver disease in Vietnam and called on the community to take care of the health of the liver, videos full of realistic images, including tears of those who have lost loved ones because of liver disease, it can spread naturally and strongly affect viewers.
4. In Seagames: Quyen Linh call his friends not forget to take care of their liver.
5. Quyen Linh collects questions about Boganic and liver disease on fanpage.
The above activities are fully posted on the two main portals of the brand, website and fanpage. PR articles on reputable websites such as vnexpress, dantri, thanhnien, tuoitre… and also news on VTV television, written by reporters directly participating in the event, meeting farmers in the region materials, bringing the most authentic and vivid look on products and positive messages from Boganic.
ACHIEVEMENT
The clip calls on the community to take care of the liver with the participation of Quyen Linh attracts thousands of views and interactions. With the companion of Quyen Linh, the humanitarian and positive message of the Boganic brand has been successful, making a complete difference with other competitors, strengthening the position of No.1 liver tonic in the market among consumers. Choosing KOL Quyen Linh is the best choice. He brought the most realistic images and videos to convey the message “Care for the liver, before it’s too late” to the whole community.
