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Head and Shoulders Helmet Hijack

Head and Shoulders Helmet Hijack | Procter & Gamble (P&G) | Mediacom
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basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
In Vietnam, when heat & humidity reaches its highest levels during summer, dandruff becomes ubiquitous. It is the key period when Head & Shoulders needed to drive home its strong anti-dandruff credentials and get consumers to try out the brand. With Clear (Unilever) dominating television, we needed an alternative disruptive platform to connect with consumers. A large majority of our consumers are dandruff deniers. 50% have dandruff but only 28% of them use an anti-dandruff shampoo. This group is a low hanging fruit because we believed that once they are faced with reality – that they have dandruff – they will look for solutions. This is the perfect window to push Head & Shoulders as the best anti dandruff shampoo. We needed to bring a behavioral change amongst dandruff deniers by making them face the reality that they have dandruff and then push trial for H&S as its effective solution.
Strategy
The dandruff deniers are mostly young adults who are studying in university or first jobbers. Since, buying a bike is expensive for them, for travel they mostly depend on the biggest ride hailing service in Vietnam called Grab, with the product GrabBike specially focused on bikes for rent. 1 million Vietnamese commute with GrabBike daily. Grab’s reach in South East Asia can be estimated with their recent acquisition of Uber’s entire South East Asia operation. GrabBike provided us with an already available platform with huge reach to hijack their bikes and helmets to show the consumers’ problem they have with dandruff. Also, by using their details available with GrabBike we could target them with huge promotional offers on H&S for trial purpose.
Relevancy
The “H&S Helmet Hijack” campaign unlocked an untapped consumer behavior of helmet usage in Vietnam and turned it into a media opportunity. This campaign reached out to thousands of consumers using rented bikes, raised awareness for the brand and most importantly drove conversions for the brand by educating consumers about dandruff and leading them to trial. It led to a behavioral change in consumers through exposure to media, which makes it a very strong media-led idea.
Outcome
The H&S Helmet Hijack campaign successfully delivered on the objective of driving a behavioral shift in the Vietnamese consumers and then push H&S as the most effective anti-dandruff solution: • The LED display on the bikes travelled for 450,000 Km driving awareness and reach among 3,000,000 people. • There were 90,000 riders who tried out the H&S filter and got the promo code from Grab. • We saw an index of 140 in trials versus previous period of same duration. • +14% jump in sales compared to the previous period
Execution
The campaign was executed with the consumers calling for a GrabBike ride through the Grab app. When the biker arrived, he provided the rider with the usual Grab helmet but with a twist. Inside the helmet we put a black H&S branded filter that would provide the users with a test to check their dandruff. After the ride, the users could see that they do have dandruff by checking the helmet filter – thus showing the dandruff deniers that they need anti-dandruff solution. And to get them try out H&S immediately, the users got a message from Grab sending them a promo code which they could redeem in Lazada – the biggest e-commerce site in Vietnam – and get great discounts on the product. The bikes also had a LED display on the back of them that drove awareness for H&S in massive scale.
CampaignDescription
To drive education among the dandruff deniers, we needed to find a disruptive platform that can show them the reality of dandruff clearly and also provide a platform for driving H&S trial. Vietnam is a land of motorcycles – there are 45 million motorcycles in the country! The entire country rides on motorbike – for transportation, for selling food, for an afternoon nap or as a dating venue. If there are bikes, then there are helmets. And helmets with hot and humid climate means dandruff – as proven by the increase in sales of AD shampoo in summer by 105 index. Hence, the idea was to hijack motorbike helmets in a mass scale, show the dandruff deniers their dandruff problems and drive H&S trial through them - all in one consumer journey.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
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