Signal: Love signal

Toothpaste brand, Signal-123-Charcoal, pioneered a mechanism for audience interaction with its own branded TV content to gain market leadership with women in Myanmar.

Campaign details

Brand: SignalBrand owner: UnileverEntrant company: Unilever EAC Myanmar, YangonMarket: MyanmarSector: Oral healthMedia channels: Social media, Television, Video on demand, Voice, chatbotsBudget: Up to 500k

Executive summary

Throughout history, Myanmar women's voices have been unheard, vastly influenced by the social construct of "ana-de" which inhibited them to voice out their opinions. Signal took this challenge by launching the first TV branded content in the country that not only represented local actors but also empowered women to make their own decisions with the objective of increasing the...

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