Brand: Head & Shoulders
Brand owner: Procter & Gamble
Agency: MediaCom Vietnam
Industry: Hair care
Media channels: Mobile & apps, Other & ambient media, Outdoor, out-of-home, Programmatic display, Sales promotion
Budget: Up to 500k
Dandruff is a problem in a hot and humid country like Vietnam, which should make it a huge market for the world's number-one anti-dandruff brand Head & Shoulders. And yet Vietnam suffers – like much of the rest of the world – from dandruff denial syndrome. Which means that many dandruff sufferers don't take action.
Our solution was to confront them with the reality before sending them an e-commerce link that offered them the solution – a reduced-price bottle of Head & Shoulders. We did this by partnering with GrabBike, Vietnam's motorcycle-powered ride-sharing network. Each helmet had a dandruff-detection strip inserted before each passenger boarded and every rider received a call to action once the ride was completed. LED message boards on the back of each bike also boosted wider awareness among other road users.