Sunsilk – Hair Finger Comb Language

Who loves hair? People in Vietnam do! The hair category is one of the top three categories for spending in Vietnam advertising.
Yet we had our hair in a tangle as more than seven brands in this category had made communication highly competitive,

Who loves hair? People in Vietnam do! The hair category is one of the top three categories for spending in Vietnam advertising.
Yet we had our hair in a tangle as more than seven brands in this category had made communication highly competitive, leaving consumers confused. Sunsilk Shampoo enjoys moderate equity and has always been synonymous with “Soft & Shine” but for young girls in Vietnam, “make hair soft & smooth” has become a commonly owned platform diluting the differentiation. 
 

Mục tiêu

Sunsilk Shampoo wanted to strengthen loyalty among consumers who also flirt with other brands by improving the perception of the functional advantage of Sunsilk “Soft & Smooth”. Increase Loyalty +1% 

The Sunsilk young girl (20-28 year-olds) age group are constantly on the move and have a busy life. They are always doing something, working, travelling, chasing many interests in life, going out and wanting to look at their best at all times. 

The young Sunsilk girl has a deep sense of national culture and prides herself in being successful on her own terms. She thrives to be well groomed at all times. Having long soft and smooth hair has been an integral part of the identity of this young woman. She ranks her hair as one of the key influencers of her confidence and personality. 

Strategy

The growth of the digital and social platform is opening up her world to the Western trends. Being a young stylista, she wants to be constantly in touch with and adapt to new trends. Mobile, with 67% penetration, is a highly preferred medium for them to seek and share updates with their friends. Mobile is her “always-on” ally with favorite activities such as uploading photos, reading daily horoscopes and online socializing with friends- an ABSOLUTE MUST.

Creative Idea

How could Sunsilk find something credible that could lead to differentiation & strengthen relationship with its consumer in the cluttered category with common brand promises?

During research, we found that the way the girls touch their hair reflects their immediate emotions. When a girl touches her hair, there are many reasons for the way she touches it. Eureka! An idea has been born! 

Sunsilk Hair FingerComb language: a visual dictionary that decodes the meaning behind every touch. 

Hoạt động thực thi

This is the 1st year of our campaign. The first strategic choice was to use mobile as lead medium for the digital campaign. Nearly 34% of the digital budget was invested on mobile. Based on research, the Sunsilk target audience is young and incredibly active on mobile.

Viral Clip

We kicked off the campaign with a little story about a geek who is attracted to a cute girl, but doesn’t understand the HairComb language that she uses to express herself. The short film was broadcasted and promoted on YouTube, Zing TV, and Zing MP3.

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