#HABAMAZING SUMMER AR

Title#HABAMAZING SUMMER AR
BrandUNILEVER PHILIPPINES INC.
Product / ServiceSUNSILK
CategoryB06. Use of Technology
EntrantNUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES
Idea Creation NUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES
Production NUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES

Credits

Name Company Position
Patricia Bautista NuWorks Interactive Labs, Inc. Client Services Director
Rose Reyes NuWorks Interactive Labs, Inc. Business Unit Manager
Alex Santos NuWorks Interactive Labs, Inc. Senior Account Manager
Vandy Pesarillo NuWorks Interactive Labs, Inc. Creative Director
Andrew Deloso NuWorks Interactive Labs, Inc. Art Director
Guada Tagalog NuWorks Interactive Labs, Inc. Senior Copywriter
Camille Chua NuWorks Interactive Labs, Inc. Senior Art Director
Chelsea Sullivan NuWorks Interactive Labs, Inc. Associate Engagement Manger
Bea Pagkalinawan NuWorks Interactive Labs, Inc. Engagement Executive
Andrea Del Rosario NuWorks Interactive Labs, Inc. Engagement Executive
Lourdes Batac NuWorks Interactive Labs, Inc. Strategic Planner
Mica Milan NuWorks Interactive Labs, Inc. Project Manager
Jeff Claud NuWorks Interactive Labs, Inc. Team Lead - Software Development and DevOps
Darren Hizon NuWorks Interactive Labs, Inc. Front-end Developer
Janice Mendoza NuWorks Interactive Labs, Inc. Senior QA Tester
Blanche Llanes NuWorks Interactive Labs, Inc. Multimedia Artist
Anton Da Rocha NuWorks Interactive Labs, Inc. Multimedia Artist
Jordan Jacinto NuWorks Interactive Labs, Inc. Multimedia Artist

Why is this work relevant for Direct?

Beyond creating awareness, Sunsilk needed to rebuild an authentic connection with its target market. The brand saw that young Filipinas were determined to grab the opportunities meant for her but her laziness and self-doubt held herself back. These girls needed the extra push to follow through while taking inspiration from wherever she can - even her hair. For her, great hair can allow her to achieve great things. With hair’s big role in the young Filipina’s self-belief, Sunsilk needed to be every Filipina’s friend—making sure her hair is always on her side with every adventure she chooses to explore.

Background

Starting as early as March, summer is one of the most long-awaited times in the Philippines especially by young girls; but for Sunsilk it has been the most challenging season. Every year since 2008, Sunsilk, Unilever’s first and largest shampoo brand in the Philippines, always fell short to its leading competitor particularly during the summer. In 2018, Sunsilk made the strategic move to focus on one variant amongst its diverse haircare line to go head-to-head against Palmolive Naturals’ core variant during the highest market share gap. Sunsilk’s objective was two-fold: 1) Close the gap between brand and market leader - Get the market to switch to Sunsilk via its Strengthening Core Variant Strong & Long and steal shares from market leader’s core variant 2) Arrest Declining Variant Sales during the beginning of the year - Drive variant sales through a summer promotion

Describe the creative idea (30% of vote)

With summer as a key period to win, Sunsilk focused on enabling young Filipinas during their season of exploration. During this time, they are in the hunt for fun activities to beat the heat. In fact, keywords such as “places to go” and “things to do” are searched 7x more during this period. The brand saw how girls nowadays have expanded their interests. Beyond just dance or music, it’s now about experiencing exciting adventures. So when Palmolive stuck with their same old mass music marketing highlighting same old functional product attributes, Sunsilk gave each young Filipina a chance to go on trips to explore more with their hair rather than just sing about it. Strategic Big Idea: “#Habamazing Summer” – the first augmented reality raffle promo rewarding Filipinas a chance to fulfill their wanderlust with a grand summer trip prize and matching fun hairstyles.

Describe the strategy (20% of vote)

With Filipinas hooked on their digital devices, the brand turned to social media and emerging immersive technology on mobile to ensure that each brand interaction would be seamless and meaningful every single time— no download necessary. With a web-based mobile application and top social media apps used by young Filipinas, Sunsilk offered the best hairstyles that girls could try using their strong and long hair: “Night Out Waves”, “Gimik Half- pony”, “Travel Bun” and “Work Out Braids” matching every girl’s personal passion point such as fitness, travel and adventure.

Describe the execution (20% of vote)

The Sunsilk “#Habamazing Summer” instantly rewarded Filipinas with new summer experiences found in specially-marked Sunsilk packs through a unique AR experience. A play on the word “haba” (which translates to “long”) and the word “amazing”, the campaign, launched on brand’s Facebook page, offered Filipinas a chance to explore their current passion point at the palm of their hands. Every user became part of an innovative raffle campaign in three easy steps: BUY – Go out and hunt down specially marked Sunsilk Green sachets and bottles made available in leading supermarkets, groceries and department stores nationwide, as well as e-commerce platform Lazada SCAN– Activate AR camera & scan the code via its own microsite WIN! – The pack will come to life through a microvideo to reveal the prizes (2 plane tickets to any local destination). The campaign was executed with integrated support: TVC, Radio, OOH, Digital Ads, E-commerce &Influencer Marketing.

List the results (30% of vote)

By the end of the campaign, Sunsilk finally enjoyed the summer season: 1. Sunsilk Strong and Long Variant Share Overtook Leading Competitor Variant - Not only did Sunsilk close the gap but it finally overtook Palmolive Green variant share for the first time since 2015 with a +0.717% lead last July 2018 - Highest variant share of Sunsilk Strong and Long since 2015, doubling the size of the business 2. Arrest Declining Variant Sales - Sunsilk experienced its highest variant sales of Sunsilk Green and highest bottle sales of Sunsilk Green since 2015 - 400% increase in monthly average sales vs 2015 - Promo campaign was showered with 6,206 total entries. 26% of the entries were from bottle purchases versus sachets, this was 93% higher compared to total Sunsilk Green bottle-sachet sale ratio during the month prior the campaign

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