Malaysian Media Awards Winners Showcase





2012 | |

Sunsilk Helped Me Achieve My Dreams

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Sunsilk
Creative Agency: -
Credits: -

Challenge
Sunsilk’s decreasing emotional connect with its core audience of young Malay women was significantly eroding its brand health. The impact was so severe that sales began declining. Sunsilk faced a risk of being toppled from its No.1 position!

Solution
I am Melda, a simple Malay girl with a passion for music. I love creating singles and uploading them onto Youtube. Secretly, I wished to become a singing star someday. Sunsilk discovered my songs and helped groom my talent by providing access to experts. Do you know they made my wish come true by actually making a drama about my journey to stardom, with me playing myself? Gadis Semasa Sunsilk was Malaysia’s first “reality-drama series”!

Execution
Gadis Semasa Sunsilk was unique because I was living my real life on-air in such a way that after a while, the lines between drama and reality became blurred. Be it updating my real Facebook page on the show, or having my first concert shown in the programme, my fans or even I wasn’t sure what’s going on! By helping me in this journey, Sunsilk touched the hearts of thousands of Malay women like me!

Results
• Sunsilk re-connected with 500,000 young Malay women through Gadis Semasa!
• Post-program results showed Sunsilk Top-Of-Mind went up by 4pts
• Among Malays, Sunsilk “Brand Conviction” rose by 3pts (competition dropped)
• The market share decline was arrested, and Sunsilk maintained its No.1 position!