Sunsilk taps consumer stories of 'soft hair'

The promotion encourages young female consumers to send in their real-life stories involving their 'touchably soft hair'. The best five stories will be chosen based on cinematic potential and relevance to the brand. These will be turned into mini-movies by broadcaster GMA, using the network's pool of teen talent. The stories will be aired on TV and Sunsilk's website, and the winning entries will each be awarded a cash prize. In the second part of the promotion, consumers get to vote for their favourite mini-movie by texting their choice and promotional codes printed on Sunsilk products to Unilever. A corresponding raffle with e-loads, cash and video equipment as prizes will be conducted to pick winners from among the texters. Rommel Mariano, JWT's deputy division head of account management, said that besides relaunching the variant, the aim of the promotion was to generate buzz through a unique and "ownable" activity and to drive incremental sales. In addition to TV and the web, other media utilised in the promotion are print and radio. Orange and Lemons, a popular band, composed the promo's theme song, which can be downloaded from the internet. The campaign comes after a celeb-laden mid-year blitz by Sunsilk, promoting the stature of black hair.