10.2 IMC - Sunsilk-Tet-Activation-2006

Background • Sunsilk is overlooked during every Tet People 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 Activation Concept Let your beauty blossom this Tet Pre-launch Invitation Experience Amplification 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 Week of Jan Week of Jan Week ,2 of Feb End of December Pre-launch PR, Consumers, Sales force •SMS Invitation •Online Flash Banner Amplification •TVC, Print, PR announce about the Sunsilk Tet Campaign 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 Event, Outdoor, PR Experience Tóc đẹp sánh mai đào Vẻ ngọc tựa xuân xanh (If you’re beautiful in Tet, you’ll 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 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) Grand Prizes: Gold Apricot & Peach Blossom trees.+ jewelry 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 Event: New Year’s Garden Take photos (you or your family) Choose best pictures Gift: Gold Apricot & Peach Blossom Exhibition: Apricot & Peach Blossom Exhibition with Sunsilk Wish Card Apricot Blossom& Peach Blossom Contest 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 you repair something for Tet ? – What 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 Invitation •Let your beauty blossom this Tet •New packing •Outdoor Communication • MT: Activation booth (HCM & HN) •GT: Mobile booth + Roadshow Experience Event: New Year’s Garden  Take photos  Choose best pictures Gift: Gold Apricot & Peach Blossom Experience • promotion : Buy SSK Get Lucky card with • Let your beauty blossom with Sunsilk’s 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 you’re beautiful in Tet, you’ll be beautiful for the rest of the year Amplification • • Sunsilk Ao Dai Collection on magazine Event Report ... Apricot Blossom& Peach Blossom Contest 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... blossom this Tet Pre-launch Invitation Experience Amplification OBJECTIVES •Create awareness •Activate customers/retailers •Build event awareness •Create a WOW effect for Tet •Re-confirm key messages... beautiful for the rest of the year TIMING Week of Jan Week of Jan Week ,2 of Feb End of December Pre-launch PR, Consumers, Sales force •SMS Invitation •Online Flash Banner Amplification •TVC, Print,