Romano VIP and Mirum Vietnam take the VIP experience into the sky for new product launch

The market for men’s grooming products in Vietnam is growing fast and competition is stiff. To launch Romano VIP, a premium range of men’s shampoo, deodorant and shower gel made by personal and haircare giant WIPRO UNZA, Mirum Vietnam created an integrated campaign where consumers competed for a dinner invitation at a location as lofty as the products’ projected image.

With a campaign theme “Are you on the VIP List?” Romano VIP offered 50 lucky guys a chance to have “Dinner in the Sky” – on an outdoor dining table suspended 45 meters high by a crane. The Nov. 7 event was the first event of its kind in Vietnam, featuring a menu of fine cuisine, celebrity guests and live violin music.

To stand a chance to win, consumers had to buy a Romano VIP product, then get their photo taken at an activation booth located at stores and supermarkets. The consumer then had to post that picture on their personal Facebook page with the hashtag #RomanoVIP #DinnerInTheSky to receive a VIP card.

That VIP card entitled him to one cinema ticket or a drink in Hanoi and Saigon’s most popular Skybar as well as a chance to win a seat at “Dinner in the Sky.”

Romano VIP selected the 50 best VIP photos amongst those who got at least 20 Likes on their photo.

The campaign, which ran from 9th October, garnered 12 million video views and a total of 110 million web impressions. Around 1,000 VIP Cards were delivered.

On the weekend, a total of 5 flights were performed and several thousand people came and watched the event in the sky at The Crescent Mall, District 7.

“More than the usual money, power, a success story as a key differentiator, we wanted to define “VIP” as a matter of experience. Bringing Dinner in the Sky for the first time to Vietnam felt like the perfect set-up for Romano to strongly affirm their brand’s role and bring a truly VIP experience to their customers,” said Kevin Frot, Creative Director of Mirum Vietnam.

“For us to work with a client that is willing to go big like this is quite unique and for WIPRO UNZA to have full trust and confidence in us from the first thought of this integrated campaign straight to the end has been an honor,” said Ly Viet Vu, Managing Director/Co-Founder of Mirum Vietnam. “This project is a huge accomplishment for Mirum Vietnam and also helps put Vietnam on the map for executing high profile campaigns.  We do hope that this campaign sparks other marketers to execute bigger ideas!”