10.2 IMC - Sunsilk-Tet-Activation-2006

•Let your beauty blossom with Sunsilk’s big prizes.. •If you’re beautiful in Tet, you’ll be beautiful for the rest of the year.. •Promotion: Buy Sunsilk win big prizes Apricot & Peach

• Sunsilk is overlooked during every Tet People

do not see it as relevant to Tet’s preparation and celeration

• 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.

• 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

Amplification Experience

Pre-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

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 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

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)

Pre-launch

PR on Print: Everyone wants to be beautiful during Tet So have you prepared for yourself yet?

• 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.

Golden Apricot & Peach Roadshow (GT4)

•Sunsilk brings Luck & Prosperity to all retailers.

•New packing

•Outdoor Communication

•Let your beauty blossom this Tet.

•GT: Mobile booth + Roadshow

• MT: Activation booth

(HCM & HN)

Event:

New Year’s Garden  Take photos  Choose best pictures Gift: Gold Apricot & Peach Blossom

• Let your beauty blossom with Sunsilk’s big prizes (golden ).

Peach Blossom Collection

Apricot Blossom Collection

with Sunsilk Wish Card.

Contest

• If you’re beautiful in

Tet, you’ll be

beautiful for the rest

of the year.

• Sunsilk Ao Dai Collection on magazine

• Event Report