Cannes Lions

SUNSILK HAIRCARE

MINDSHARE MALAYSIA, Kuala Lumpur / UNILEVER / 2006

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Overview

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Credits

Overview

Execution

The episodes were short to reflect the young generation’s attention span and although the programme was in Bahasa Malay, Malaysian English slang peppered content to help young viewers identify with Illyana. They also contained engaging storylines about the struggles of adolescence, Illyana’s trials and her own comical yet thoughtful solutions that always had a firm moral basis. Subtle mentions of the SunSilk brand and products made in this environment found a receptive audience.

Outcome

SunSilk’s top of mind recall reached its highest ever point – 90%, throughout the campaign period. SunSilk’s brand share moved up a full percentage point (from 21.7% to 22.7%) in a highly competitive and aggressive shampoo segment that accounts for 60% of the total hair care business, worth US$130 million.

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