1. 1. presents
2. 2. Background Sunsilk is overlooked during every Tet. People do not see it as relevant to Tets preparation and celeration.
3. 3. Objective To position Sunsilk as part of Tets preparation and celebration. To encourage consumers to buy Sunsilk for Tet as a habit. To add values to Sunsilks brand equity.
4. 4. 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.
5. 5. Activation ConceptLet your beauty blossom this Tet
6. 6. Pre-launchInvitationExperienceAmplificationOBJECTIVES Create awareness Activate customers/retailersBuild event awarenessCreate a WOW effect for Tet.Re-confirm key messages Amplify the campaign in nationwide scaleKEY 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 Sunsilks 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 youre beautiful in Tet, youll be beautiful for the rest of the year.TIMINGWeek 1 of Jan.Week 4 of Jan.Week 1 ,2 of FebEnd of December
7. 7. Pre-launch PR, Consumers, Sales force SMSInvitationOnline Flash BannerAmplificationTVC, Print, PR announce about the Sunsilk Tet Campaign.TVC, Lucky Draw Live Broadcast, PRTVC: report documentation. Lucky draw live broadcast. PR: amplification on magazines. Register for Guinness Record: the biggest New Year Garden in Vietnam Sunsilk Mai Dao CollectionEvent, Outdoor, PRExperienceTc p snh mai o V ngc ta xun xanh (If youre beautiful in Tet, youll be beautiful for the rest of the year)TVC Tags,Outdoor, PR, POP, MTs Activation TVC, Print, PR to announce the Sunsilk Tet Campaign. Introduce Tets 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 GamesEvent: 1. New Years Garden 2. Take photos (you or your family) 3. Choose best pictures 4. Gift: Gold Apricot & Peach Blossom Exhibition: Apricot & Peach Blossom Exhibition with Sunsilk Wish Card. Apricot Blossom& Peach Blossom Contest
8. 8. Pre-launch
9. 9. Pre-launch PR on Print: Everyone wants to be beautiful during Tet. So have you prepared for yourself yet?
10. 10. Pre-launch Everyone wants to be beautiful this Tet. Buy Sunsilk Tet as a gift to inspire people around you.
11. 11. Invitation
12. 12. 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, youll be beautiful for the rest of the year. Announcement for the event.
13. 13. Invitation Build awareness about Sunsilk Tet Campaign. Golden Apricot & Peach Roadshow (GT4) Mobile team sampling leafletSunsilk brings Luck & Prosperity to all retailers.
14. 14. InvitationLet your beauty blossom this Tet.New packingOutdoor Communication
15. 15. MT: Activation booth (HCM & HN)GT: Mobile booth + Roadshow
16. 16. Experience Event: New Years Garden Take photos Choose best pictures Gift: Gold Apricot & Peach Blossom
17. 17. Experience promotion : Buy SSK Get Lucky card with .Let your beauty blossom with Sunsilks big prizes (golden ). Apricot Blossom CollectionPeach Blossom Collection
18. 18. Exhibition: Apricot & Peach Blossom Exhibition with Sunsilk Wish Card. Apricot Blossom& Peach Blossom Contest
19. 19. Amplification If youre beautiful in Tet, youll be beautiful for the rest of the year.
20. 20. Amplification Sunsilk Ao Dai Collection on magazine Event Report