presents

Background

Sunsilk is overlooked during every Tet. People do not see it as relevant to Tets preparation and celeration.

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.

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.

Activation Concept

Let your beauty blossom this Tet

Pre-launch

Invitation

Experience

Amplification

OBJECTIVES Create awareness Activate customers/retailers 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. TIMING

Build event awareness

Create a WOW effect for Tet.

Re-confirm key messages Amplify the campaign in nationwide scale

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.

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

Invitation
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 Games

Amplification
TVC, Lucky Draw Live Broadcast, PR

TVC, Print, PR announce about the Sunsilk Tet Campaign.

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

Tc p snh mai o V ngc ta xun xanh

(If youre beautiful in Tet, youll be beautiful for the rest of the year)

Event, Outdoor, PR

Event: 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

Experience

Pre-launch

Pre-launch
PR 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

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.

Invitation
Build awareness about Sunsilk Tet Campaign. Golden Apricot & Peach Roadshow (GT4) Mobile team sampling leaflet

Sunsilk brings Luck & Prosperity to all retailers.

Invitation

Let your beauty blossom this Tet.

New packing

Outdoor Communication

MT: Activation booth (HCM & HN)

GT: Mobile booth + Roadshow

Experience
Event: New Years Garden Take photos Choose best pictures Gift: Gold Apricot & Peach Blossom

Experience
promotion : Buy SSK Get Lucky card with .

Let your beauty blossom with Sunsilks big prizes (golden ). Apricot Blossom Collection

Peach Blossom Collection

Exhibition: Apricot & Peach Blossom Exhibition with Sunsilk Wish Card. Apricot Blossom& Peach Blossom Contest

Amplification
If youre beautiful in Tet, youll be beautiful for the rest of the year.

Amplification
Sunsilk Ao Dai Collection on magazine Event Report