Vietnam opened its economy after 2 years of fighting pandemic. On Tet (Vietnamese Lunar New Year), its citizens were looking forward to reuniting with their family. But in a country burdened by economic recovery, not everyone had the financial means to afford a family reunion.

Lifebuoy had become integral part of the Vietnam’s fight against pandemic by raising awareness for safety and hygiene. While the brand would continue ensuring safety in travel, not everyone was able to afford a trip to their hometown.

Lifebuoy wanted to enable post pandemic recovery by lending a helping hand, by continuing raising awareness for safe travel, but also by helping those who were suffering financially. The challenge was to identify those who were financially burdened, and help them at scale.

The 1st ever Home-Coming Needed Altert system is built with MOMO - the biggest ewallet provider in Vietnam with strong coverage among low LSM consumers for train-ticket booking.

An algorithm filtered those with low balance in Momo E-Wallet, and further selected those had been searching for tickets more than 5 times. This financial data along with Train Users and Industrial Zone details gave a list of the most needy.

They were then offered free ticket and a special edition Sanitizer with a promise of safe trip home.

At the same time, for all those who purchased train-ticket on MOMO, we offered them a purchase of Lifebuoy which will in turn contribute to the cause.

The next step was to identify those who could not afford a train ticket. Given a large part of low-income Vietnam citizens are using E-wallet, Lifebuoy introduced the 1st ever HOME-COMING Needed Alert system built with MOMO - the biggest ewallet provider in Vietnam with strong coverage among low LSM consumers for train-ticket booking.

An algorithm was built to track people who were regularly checking for tickets but not buying it and had low balance in their Momo e-Wallet. And finally, those who were identified were offered free ticket home along with Lifebuoy special edition sanitizer with a promise of safe trip home.

The 1st ever Home-Coming Needed Altert system is built with MOMO - the biggest ewallet provider in Vietnam with strong coverage among low LSM consumers for train-ticket booking.

An algorithm filtered those with low balance in Momo E-Wallet, and further selected those had been searching for tickets more than 5 times. This financial data along with Train Users and Industrial Zone details gave a list of the most needy.

They were then offered free ticket and a special edition Sanitizer with a promise of safe trip home.

At the same time, for all those who purchased train-ticket on MOMO, we offered them a purchase of Lifebuoy which will in turn contribute to the cause.

More than 20,000 tickets were served with Click-Through-Rate shooting straight through the roof at 9X higher than industry benchmark.

Lifebuoy grew 1.3x its sales during Tết period with 35% increase in penetration and 15% increase in share, hitting 85% share - highest ever.

But more importantly, 25.000 consumers eventually brought home, safety on Lifebuoy enabled train. To home, to where all loss is found.