The document outlines Sunsilk's Tet campaign plan to position the brand as part of Tet preparations and celebrations. The campaign's key messages are that everyone wants to look beautiful for Tet, and the insight is that being beautiful for Tet means being beautiful for the whole year. The campaign will include pre-launch activities to create awareness, an invitation to a launch event to experience the "biggest New Year garden", and post-event amplification to spread the messages further.

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
•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
Week 1 of
Jan.
Week 4 of Jan.
Week 1 ,2 of Feb
End of
December

8. Pre-launch
PR, Consumers, Sales force
•SMS
Invitation
•Online Flash Banner
Amplification
•TVC, Print, PR announce about the
Sunsilk Tet Campaign.
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
Event, Outdoor, PR
Experience
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)
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
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

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