2. Background Sunsilk is overlooked during every Tet. People do
not see it as relevant to Tets preparation and celeration.
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. 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. Activation ConceptLet your beauty blossom this Tet
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. 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. Pre-launch
9. Pre-launch PR on Print: Everyone wants to be beautiful
during Tet. So have you prepared for yourself yet?
10. Pre-launch Everyone wants to be beautiful this Tet. Buy
Sunsilk Tet as a gift to inspire people around you.
11. Invitation
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. Invitation Build awareness about Sunsilk Tet Campaign.
Golden Apricot & Peach Roadshow (GT4) Mobile team sampling
leafletSunsilk brings Luck & Prosperity to all retailers.
14. InvitationLet your beauty blossom this Tet.New
packingOutdoor Communication
16. Experience Event: New Years Garden Take photos Choose best
pictures Gift: Gold Apricot & Peach Blossom
17. Experience promotion : Buy SSK Get Lucky card with .Let
your beauty blossom with Sunsilks big prizes (golden ). Apricot
Blossom CollectionPeach Blossom Collection