Sunsilk 21st Century Woman

Activation Plan

Presentation flow

• Objective

• Program Structure - Recap

• Our Activation Approach

• Consumer Engagement Big Idea

• Idea Dynamics

• Key Deliverables - Plan Elements

• Activation Campaign

Objective

Turning ‘Sunsilk 21st Century Women’ (Pakistan’s 1st ever reality based TV show)

into the most watched / talkedabout TV program

through driving the viewing audience’stotal involvement

TV Program Structure - Recap

• Nationwide search for the 21st century woman, through a reality TV Show format

• A count of thousands – brought down to 21 in episode 1

• The number is turned from 21 to 12 on the first scrutiny level in episode 2

• The next eleven episodes are about challenges that slim the figures down to eventual 1, by elimination of one woman at each episode (challenge).

• The episodic challenges are – Skiing– Safari– Physical endurance– Travelogue Trail– Driving Skills– Makeovers– Dining Party– Interior Designing– POP Videos– Children caring– Grand Finale

Our Activation Approach(How to Involve the Consumers)

By taking the challengeAnd playing alongside; watching the TV show

What’s the Idea(Connect)

TV Show Consumers

Involvement Idea

The Consumer Engagement Big Idea

“Are you theSunsilk 21st Century Woman?”

Yes? …

Lets see you prove it!

Watch the “21st Century Woman” TV show!

Idea Dynamics(What do we tell consumers)

– We have put together a “real TV show” – just for you….in order to search for the 21st century woman; from all of you out there

– So Watch and Play and Win….

– If you can pick, who you think is “that” 21st century woman from the competing candidates in the TV show, then you surely prove it to us that you yourself are a 21st century woman.

– So make a pick – and Hope your candidate survives through all challenges…and support her all the way to winning the title for “herself” and “yourself”!

– Designed on a “fan club” format – we will have the TV viewing audience pick the winner, on an episode by episode basis

– Who ever makes the most correct guesses for the ultimate winner of the TV show (on an episode by episode basis) will be crowned the 21st century woman by Sunsilk. (More than one winner. All who score the highest right picks will win this trophy)

– Also, if your weekly pick wins that weeks episodic challenge, you have a chance to win amazing 21st century memorabilia every week, all along the 13 episode challenge TV show. (Lucky Draw Driven)

How It Works - Mechanics

• The audience is asked to put in a “weekly - vote in” for who they think will become the Sunsilk 21st Century Woman

• The audience action (voting) begins with a lead time of 2 episodes – after

– (i) better understanding the dynamics of a 21st century woman, and (ii) taking a good look at all candidates

• You have a chance to “vote-in” every week – so more weeks you vote in, more are your chances of scoring the highest right picks for the ultimate winner.

– Total possible voting opportunities (11)– 1st vote after episode 2 and last after episode 12

• Also, an “episode by episode” basis voting, allows you to continue “taking on the challenge” if your picked candidate does not do well in a particular episode; and hence you want to change sides or she drops out after a certain episode.

A Hypothetical Example of Consumer Voting• Assumptions

– 12 TV show candidates A to L– Ultimate Winner is D– Episodic Winners (3rd-13th) are D, A, B, C, D, C, E, F, G, D, D– This particular consumer picks A first, but changes to D later. Tries C as well before coming back to D.

Voting Moment Vote For TV Show Episode Winner Implication for Consumer

After Episode 2 A D OK feeling (her candidate has survived)After Episode 3 A A Wow (Chance to win memorabilia)After Episode 4 A B Oops (candidate did not survive; change)After Episode 5 D C Ok Feeling (candidate doing ok)After Episode 6 D D Wow (Chance to win memorabilia)After Episode 7 D C OK Feeling After Episode 8 D E Restless (decides to change)After Episode 9 C F Oops (candidate drops out; change) After Episode 10 D G None (candidate surviving)After Episode 11 D D WowAfter Episode 12 D D Wow Wow (I am a 21st century woman)

Final Outcome• 3 chances to win memorabilia• Crowned the Sunsilk 21st Century Woman - 7 times picked the ultimate winner; on an episode by episode basis – Which

is the “highest right picks”

How It Works

• Transparent and Tough Vote Count and Data Management Needed

– No duplication: A data system that ensures every voter can only enter one vote per week;

for one candidate only

Personal Info to be asked for:

Name ; Date of Birth; ID #; Contact Details

• Mediums to Vote In

– Phone: 0900 Call in / SMS

Ultimate Prize – Sunsilk 21st Century Woman Award

Weekly Prizes – Memorabilia(Basket of Options)

• Back pack style (bags) • Cell phone case • T shirts• Caps• Planner / Diary• Mugs • Pens / stationary items

(folders)• Badges• Hair Clips

Activation Campaign(Creative Communication Structure)

• Overall there will be 3 phases to the creative communication package for this activation:

– Pre TV Show (max 2 weeks prior)– During TV Show (13 weeks)– Post TV show (max 2 weeks after)

Pre TV Show(2 weeks)

• Objectives– Establish link b/w Sunsilk and the 21st century woman idea – Establish the consumer proposition – Are you the one?– Establish the mechanics – Of the upcoming TV reality show and how to play along

with it to prove you are the one!

• Deliverables– Two sets of “creative” to be developed for this phase.

• Plan ElementsChannel CreativeTV “Are you the Sunsilk 21st century woman” Concept Promo

Print Concept + mechanics Ad Outdoor Concept Ad Radio Concept Ad

Pre TV Show(Creative)

• Specially developed Sunsilk “21st century woman” concept ad• “Movie Trailer”* like execution approach

– High energy– Soundtrack based– Key words visualized – in your face approach– Powerful voice – setting up the idea

* Show reference

Pre TV Show(Creative Concept)

Sunsilk Presents..The Search for the 21st Century Woman..

 We understand that women do not want to be patronized

With stereotypical images of beauty… 

We believe that there is more to a woman’s beautyThan what meets the eye…

 Sunsilk Beauty is multifaceted!

 She is Confident

 IntelligentSpontaneousFun LovingFeminine

And Mentally Tough 

So You Think You Are The One!  

Get Ready To Prove It To Us …… 

By watching and playing alongside the 

“Sunsilk 21st Century Woman” TV ShowComing Soon!

 

During TV Show

• Objectives– First 2 episodes

• Clearly establish the reality show Idea and how to play along with it to prove you are the Sunsilk 21st century woman

– After 2nd episode• Encourage voting for different “candidates” on a week by week basis

• Plan ElementsChannel CreativeFirst 2 episodesTV “Mechanics” segment (5 min) added in TV Show episodePrint Detailed Mechanics Ad

After 2nd episodeTV “Contestant” Promo (2-3 pool)

“Consumer –Fan Club” Promo (1-2 pool)

Print Weekly (episodic) Contestant Performance Update;which also shows weekly winners of memorabilia

Outdoor Contestant based (4-5 skins)

Radio Contestant based (2-3 pool)

Creative(During TV Show)

• The idea is to showcase program “contestants” as potentials to win the title.• Encourage voting for different contestants at different points in time (after episode 2

to after episode 12)• Tactfully place a set of 4-5 promos each week to make the “consumer voting” – as

thoughtful as possible. (Intent is to add “twist”) • 2 types of Promos

– “Contestants” based• “Edits of program footage” to be used to create these promos• Encourage vote for the contestant

– “Consumer Fan club” based• “In the streets footage” of real consumers to create these promos• Show which candidates are consumers supporting

After TV Show

• Objective– Showcase the “Sunsilk 21st century women” winners

• Plan ElementsChannel CreativeTV “Winners” Ad (5-6 pool)

Print Winners Ad (1)

Overall Game Plan

SUNSILK 21ST CENTURY WOMAN - Communication Plan

Activity -2 -1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Pre TV Show Announcement

Concept TV Prom o

Print

Outdoor

Radio

TV Show Episodes

During Episode Off Air Days

TV Prom o Pool (4-5)

Print

Outdoor

Radio

Post TV Show (Winner Announ)

TV Prom o Pool (4-5)

Print

Outdoor

Radio

Creative Deliverables (Fresh Every Week)

TV Prom os / Print / Outdoor / Radio

"Are you the 21st Century Woman?" ConceptContestant Consumer Winners Other

Weeks