Team HuVo

Minh Hoàng – Bảo Như – Ái Trang – Công Dũng

ASSIGNMENT ZERO

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H&S Clear Ramus MedicalProduct

Other

Rate of satisfaction in antidandruff product

High satisfactionHigh quality

Unpopular among Vietnamese men

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Research in 100 anti dandruff shampoo men users

Research in 700 Vietnamese men (Age 16-59)

Increase market share by 5%Increase consumer’s trial experienceOBJECTIVES

TARGET AUDIENCE

87% H&S user admit that they trust & continue to use H&S for

a long time after the first time

83% women shop shampoo for their men

71% men continue to buy the same shampoo brand as his

women’s previous choice

WomenAge: 20 - 35Urban in 6 key citiesHave boy friend/ husband suffering dandruff

TARGET AUDIENCE

SOLVE H&S BUSINESS PROBLEM BY

APPROACHING WOMEN

Research in 100 women

85% women regconized all the daily hard work

(“chuyện phái mạnh phải làm”) are obligations man has to do. And 77% women don’t say thanks to their men

INSIGHT:“Women think there are specific works for both genders and that’s fair. So of course, men has to do the daily hard work"

But, 74% men say that they need recognizing.

Of 400 males, 74% said that if they were forced to choose, they would prefer feeling alone and unloved rather than feeling disrespected and unregconized

(p.49) Emerson Eggerichs, best-selling author of ‘Love and Respect’.

-> Make women realized “men need recognized”

Women always want to take

care for men scalp

Observation:65% men do hard work -> tend to sweat more -> produce more sebum on the scalp=> Women should take care of their men’s scalp

=> H&S is the best tool for women to respect and care for their men

AUDIENCE TRUTH

#1 dermatologist

recommended dandruff brand

Anti-dandruff shampoo

takes care of your scalp

CAT DRIVER

BRAND TRUTH

BIG IDEA “NGÀY ĐÀN ÔNG QUỐC DÂN”

Key message: Make women realized “men need recognized”

FACT:

There are many days taking & caring for women (20/10, 8/3)

but NO FOR MEN

OBSERVATION:

Men also need a day for respect them

Phase 1: TRIGGER Opening scene: women step into the studio.

TEXT: “What do you think about all the daily hard work

(“chuyện phái mạnh phải làm”) are obligations man has to do?”

Interview scene Contrast scene

Desired answers among women: “I think they’re obligatory

things that men have to do”

Men are feeling unhappy and tired while

doing daily hard work

TEXT: “On women’s special day like 20/10 or 8/3, what do your

men usually do for you?”

Interview scene Contrast scene

Desired answers among women: “He gave me presents,

hanged out with me or did something special to surprise

me”

Men are busy thinking & preparing gifts for

their women on women’s special occasions.

TEXT: “I think those occasions is the time for my men to prove

his masculine”

Interview scene Contrast scene

Desired answers among men: “All I need is my women to be

happy” & “She is the most wonderful thing that I have & I

have to protect her no matter what”

Men worry and take care of his women in a

silent way but she doesn’t notice.

Call to action: TEXT: “Let’s respect your men”.

TEXT: “So do men need a day for their own?”

Phase 2: EXPERIENCE

Event for respect Men:

“NGÀY ĐÀN ÔNG QUỐC DÂN”

“Em gội đầu cho anh”“Con gội đầu cho bố”

“Tôi gội cho Anh Xã”

1st Event never ever had in the

World

1st time in Viet Nam – A DAY FOR

RESPECT MEN

Join with Head&Shoulder to

respect your Man by “take care” for

their hair

Receive Title “Đàn ông quốc dân”

for men and receive many gift for

both

Location : 3 Key Cities

CHỨNG NHẬN“ĐÀN ÔNG

QUỐC DÂN”

PR: -The Viet Nam Guiness record the biggest event “Women wash hair for men” -First time ever

SỰ KIỆN :

NHIỀU NỮ GỘI ĐẦU CHO NAM NHẤT

Supporting Tactics KOLs participate in the event and sharing

their feeling and their “washing hair for their

men clip”

Create a “TREND” in social media about

“Bạn muốn kiểu đầu nào khi gội đầu cho

người đàn ông của bạn” Let’s H&S know by using Facebook reaction – Tag

your men – and receive gift for both

Avartar Changing Apps

(Girl change their avartar

by using their men

avartar)

“Chồng tôi là tuyệt nhất”

“Người yêu tôi tuyệt nhất”

“Bố tôi tuyệt nhất”

“…..”

Below the Line

Traditional Trade:

-Buy ONE “Head & Shoulder Normal” get ONE “H&S MEN” (BOGO)

Objective:-Change mindset shopper about “MEN Shampoo”-Increase Trial Use

ModernTrade:

-Buy ONE “Head & Shoulder Normal” get ONE “H&S MEN” (BOGO)-PG In-store giving free H&S sample which in impressive box with “women’s wishes for men”

Objective:-Change mindset shopper about “MEN Shampoo”-Increase Trial Use

Team HuVo

Minh Hoàng – Bảo Như – Ái Trang – Công Dũng

ASSIGNMENT ZERO

THANK YOU