| Title | DOVE LINE STICKER |
| Brand | UNILEVER THAI TRADING |
| Product / Service | DOVE |
| Category | C02. Use of Mobile |
| Entrant | DENTSU ONE Bangkok, THAILAND |
| Idea Creation | DENTSU ONE Bangkok, THAILAND |
| Media | DENTSU (THAILAND) Bangkok, THAILAND |
| Production | KRATAI TUENTUA Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Subun Khow | DENTSU ONE (BANGKOK) LTD. | Chief Creative Officer |
| Subun Khow | DENTSU ONE (BANGKOK) LTD. | Chief Creative Officer |
| Niwat Vaitayamongkol | DENTSU ONE (BANGKOK) LTD. | Account Management Director |
| Akaraporn Fongchitcharoen | DENTSU ONE (BANGKOK) LTD. | Account Director |
| Natchayanan Chinpakdee | DENTSU ONE (BANGKOK) LTD. | Account Executive |
| Korakot Konkaew | DENTSU ONE (BANGKOK) LTD. | Creative Director |
| Korakot Konkaew | DENTSU ONE (BANGKOK) LTD. | Creative Director |
| Nuttawee Pisanprechatam | DENTSU ONE (BANGKOK) LTD. | Junior Art Director |
| Chanissara Ngampan | DENTSU ONE (BANGKOK) LTD. | Senior Copywriter |
| Monnarath Thanasai | DENTSU ONE (BANGKOK) LTD. | Producer |
| Eakarpon Settasuk | Kratai Tuentua Co.,Ltd. | Director |
| Panit Jirawattananunt | Kratai Tuentua Co.,Ltd. | Cinematographer /D.O.P |
| Foolhouse Production | Foolhouse Production | Editor |
| Suparat Satesawan | Kratai Tuentua Co.,Ltd. | Producer |
| Artit Vongmetta | Mellow Tunes | Sound Designer |
| Mini P Digital Post | Mini P Digital Post | Visual Effects |
Thailand has more than 33 million LINE Chat Application users. LINE Chat Application is the most popular chat application in Thailand and is what our target group use daily. Therefore, we select this channel to engage with our target group.
• Implementation: We started with a video launched online demonstrating the making of LINE Sticker from real hair of a model to prove that despite being damaged by heat, chemicals and etc., her hair can still go back to being healthy and beautiful with the great efficiency of Dove Intense Repair. Furthermore, there is an invitation at the end of the video for all users to download this LINE Sticker set to help raise funds for the less fortunate young girls at Rajavithee Home for Girls. The results show that there were more than six million downloads over a period of only one month. • Media channels and integration: LINE Chat Application • Timeline: August 2015 • Scale: Online
Dove LINE Sticker Campaign making the sales of Dove Intense Repair grow by 20% helping total Dove reached its highest market share in 5 years. Dove LINE Sticker set has created a phenomenon with more than 6 million downloads and has been used almost 45 million times. We were able to show our target group the efficiency of Dove Intense Repair through our creative campaign and inspire them to explore the fun they could have with their hair and at the same time spark the idea of doing something good for others.
Dove Intense Repair created a campaign that boost 20% of sales by using a communication media channel engaged regularly by our target group: LINE Chat Application which has over 33 million users. This campaign highlighted the efficiency of Dove Intense Repair and inspired women to have fun with their hair and to do good deeds for others. This was done first by launching an online video showing the making of the LINE Stickers from the real hair of a model. At the end, the video was an invitation to download these stickers to raise funds for Rajavithee Home for Girls.
• Target audience Women aged over twenty-five who have concerns about damaged hair and are afraid to freely change their hair styles or colors. • Approach We choose to make the campaign through LINE Chat Application whose users are our target audience. We begin by launching a video online to demonstrate that damaged hair can be revived by Dove Intense Repair. At the end of the video is an invitation for all to download this LINE Stickers to raise funds for girls at Rajavithee Home for Girls.