Tuy nội dung đã cũ (từ 2006), case study này của Sunsilk vẫn là một mẫu chuẩn về quy trình planning, lên kế hoạch thực hiện một chương trình kích hoạt thương hiệu (activation). Từ sơ lược background, vấn đề & mục tiêu của nhãn hàng, đến khám phá insight (sự thật ngầm hiểu), để từ đó đưa ra activation concept và kế hoạch 4-bước kích hoạt thương hiệu: pre-launch (trước khi tung), invitation (giới thiệu / mời gọi), experience (trải nghiệm), amplification (lan toả), tất cả đều rất chuẩn mực, chuyên nghiệp và sáng tạo theo đúng phong cách Unilever. Một slides đáng để các marketers và brand builders học hỏi.

1. presents

3. Background
• Sunsilk is overlooked during every Tet. People do not
see it as relevant to Tet’s preparation and
celeration.

4. 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.

5. 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.

6. Activation Concept
Let your beauty blossom this Tet

7. Pre-launch Invitation Experience Amplification
OBJECTIVES •Build event •Create a WOW effect for Tet. •Re-confirm key messages
•Create awareness awareness •Amplify the campaign in
•Activate nationwide scale
customers/retailers
KEY MESSAGES •Let your beauty •This year, Sunsilk holds the •If you’re beautiful in Tet,
•Everyone wants to blossom this Tet. biggest New Year Garden ever you’ll be beautiful for the rest
be beautiful during •Let your beauty in Vietnam. of the year.
Tet. So have you blossom with •Go to the Event, take the most
prepared anything Sunsilk’s big beautiful moments to win big
for yourself yet? prizes. prizes.
•Everyone wants to •Sunsilk Road
be beautiful during Show: Sunsilk
Tet. By Sunsilk set brings Luck and
as a gift to inspire Prosperity to all
people around you. retailers.
TIMING Week 1 of Week 4 of Jan. Week 1 ,2 of Feb
End of Jan.
December

8. Pre-launch
PR, Consumers, Sales force
•SMS
•Online Flash Banner Invitation
Amplification •TVC, Print, PR announce about the
TVC Tags,Outdoor, PR, POP, MTs
Sunsilk Tet Campaign.
TVC, Lucky Draw Live Broadcast, PR •Activation TVC, Print, PR to announce
the Sunsilk Tet Campaign.
•TVC: report •Introduce Tet’s fashion trend: Mai Dao
beauty (in Fashion&Life program)
documentation. •SMS, Online Ad Banners, Sunsilk Wish
•Lucky draw live Tóc đẹp sánh mai đào Cards.
•Roadshow: Golden Apricot and Peach
broadcast. Vẻ ngọc tựa xuân xanh Blossom.
•PR: amplification on (If you’re beautiful in Tet, •Promotion: Buy Sunsilk win big prizes
magazines. (Apricot & Peach Blossom trees or flowers,
you’ll be beautiful for the rest SSK jewelry collection).
•Register for Guinness of the year) 1. Grand Prizes: Gold Apricot & Peach
Record: the biggest New Blossom trees.+ jewelry
2. Lucky Prizes: Golden Apricot &
Year Garden in Vietnam Peach Blossom Flowers (can be used as
•Sunsilk Mai Dao hairpin)+
Collection Event: Proof of purchase as a ticket to the Event.
POS & Lucky Flower Games
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.
Event, Outdoor, PR Apricot Blossom& Peach Blossom Contest
Experience

9. Pre-launch

10. Pre-launch
PR on Print: Everyone wants to be beautiful
during Tet. So have you prepared for yourself
yet?

11. Pre-launch
• Everyone wants to be beautiful this Tet. Buy
Sunsilk Tet as a gift to inspire people around
you.

12. Invitation

13. 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.

14. Invitation
• Build awareness about Sunsilk Tet Campaign.
Golden Apricot & Peach Roadshow (GT4)
• Mobile team sampling leaflet
•Sunsilk brings Luck & Prosperity to all retailers.

15. Invitation
•Let your beauty blossom this Tet.
•New packing
•Outdoor Communication

16. • MT: Activation booth
(HCM & HN)
•GT: Mobile booth + Roadshow

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

18. Experience
• promotion : Buy SSK Get Lucky card with .
• Let your beauty
blossom with
Sunsilk’s big prizes
(golden ).
Apricot Blossom
Collection
Peach Blossom Collection

19. Exhibition:
• Apricot & Peach Blossom Exhibition
with Sunsilk Wish Card.
• Apricot Blossom& Peach Blossom
Contest

20. Amplification
• If you’re beautiful in
Tet, you’ll be
beautiful for the rest
of the year.

21. Amplification
• Sunsilk Ao Dai Collection on magazine
• Event Report