p r e s e n t s

Background

• Sunsilk is overlooked during every Tet. People do 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

AmplificationExperiencePre-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

Pre-launch

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 Garden2. Take photos (you or your family)3. Choose best pictures4. Gift: Gold Apricot & Peach BlossomExhibition:Apricot & Peach Blossom Exhibition with

Sunsilk Wish Card.Apricot Blossom& Peach Blossom Contest

Tóc đẹp sánh mai đàoVẻ ngọc tựa xuân xanh(If you’re beautiful in Tet, you’ll be beautiful for the rest of the year)

Pre-launch

Pre-launchPR 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, 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

•New packing

•Outdoor Communication

•Let your beauty blossom this Tet.

•GT: Mobile booth + Roadshow

• MT: Activation booth (HCM & HN)

ExperienceEvent:

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

Experience

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

Peach Blossom Collection

Apricot Blossom

Collection

• promotion : Buy SSK Get Lucky card with .

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