sunsilk activation case study
TRANSCRIPT
Background
• Sunsilk is overlooked during every Tet. People do not see it as relevant to Tet’s preparation and celeration.
Objective
• To position Sunsilk as part of Tet’s preparation and celebration.
• To encourage consumers to buy Sunsilk for Tet as a habit.
• To add values to Sunsilk’s brand equity.
Insight• Tet is the beginning of all good
things. Therefore, people who are beautiful in Tet will belivef beautiful for the rest of the year. So when all of my friends & relatives appreciate my beautiful look during Tet, I feel extremely happy.
AmplificationExperiencePre-launch Invitation
OBJECTIVES•Create awareness•Activate customers/retailers
•Build event awareness
•Create a WOW effect for Tet. •Re-confirm key messages•Amplify the campaign in nationwide scale
KEY MESSAGES•Everyone wants to be beautiful during Tet. So have you prepared anything for yourself yet?•Everyone wants to be beautiful during Tet. By Sunsilk set as a gift to inspire people around you.
•Let your beauty blossom this Tet.•Let your beauty blossom with Sunsilk’s big prizes.•Sunsilk Road Show: Sunsilk brings Luck and Prosperity to all retailers.
•This year, Sunsilk holds the biggest New Year Garden ever in Vietnam.•Go to the Event, take the most beautiful moments to win big prizes.
•If you’re beautiful in Tet, you’ll be beautiful for the rest of the year.
TIMING
End of December
Week 1 of Jan.
Week 4 of Jan. Week 1 ,2 of Feb
Pre-launch
PR, Consumers, Sales force
•SMS
•Online Flash Banner
•TVC, Print, PR announce about the Sunsilk Tet Campaign.
Invitation
TVC Tags,Outdoor, PR, POP, MTs
•Activation TVC, Print, PR to announce the Sunsilk Tet Campaign.•Introduce Tet’s fashion trend: Mai Dao beauty (in Fashion&Life program)•SMS, Online Ad Banners, Sunsilk Wish Cards.•Roadshow: Golden Apricot and Peach Blossom.•Promotion: Buy Sunsilk win big prizes (Apricot & Peach Blossom trees or flowers, SSK jewelry collection). 1. Grand Prizes: Gold Apricot & Peach Blossom trees.+ jewelry 2. Lucky Prizes: Golden Apricot & Peach Blossom Flowers (can be used as hairpin)+Proof of purchase as a ticket to the Event. POS & Lucky Flower Games
Amplification
TVC, Lucky Draw Live Broadcast, PR
•TVC: report documentation.•Lucky draw live broadcast.•PR: amplification on magazines.•Register for Guinness Record: the biggest New Year Garden in Vietnam•Sunsilk Mai Dao Collection
Experience
Event, Outdoor, PR
Event:1. New Year’s Garden2. Take photos (you or your family)3. Choose best pictures4. Gift: Gold Apricot & Peach BlossomExhibition:Apricot & Peach Blossom Exhibition with
Sunsilk Wish Card.Apricot Blossom& Peach Blossom Contest
Tóc đẹp sánh mai đàoVẻ ngọc tựa xuân xanh(If you’re beautiful in Tet, you’ll be beautiful for the rest of the year)
Pre-launchPR on Print: Everyone wants to be beautiful during Tet. So have you prepared for yourself yet?
Pre-launch• Everyone wants to be beautiful this Tet. Buy
Sunsilk Tet as a gift to inspire people around you.
Invitation• PR on Print :• Celebrities talk about Tet :
– What do you repair something for Tet ?– What do you think about beauty blossom in
Tet?
Photo storyboard_ Share tips that make you more beautiful in Tet.
Talk about the belief that if you are beautiful in Tet, you’ll be beautiful for the rest of the year.
Announcement for the event.
Invitation• Build awareness about Sunsilk Tet Campaign.
Golden Apricot & Peach Roadshow (GT4)• Mobile team sampling leaflet
•Sunsilk brings Luck & Prosperity to all retailers.
ExperienceEvent:
New Year’s Garden Take photos Choose best pictures Gift: Gold Apricot & Peach Blossom
Experience
• Let your beauty blossom with Sunsilk’s big prizes (golden ).
Peach Blossom Collection
Apricot Blossom
Collection
• promotion : Buy SSK Get Lucky card with .
Exhibition:• Apricot & Peach Blossom Exhibition
with Sunsilk Wish Card.• Apricot Blossom& Peach Blossom
Contest