Head & Shoulders

Helmet Hijack




The “H&S Helmet Hijack” campaign unlocked an untapped consumer behaviour of helmet usage in Vietnam and turned it into a media opportunity.

Helmet hij main

The Campaign

Vietnam is a land of motorcycles – there are 45 million of them in the country! The entire country rides on motorbike – for transportation, for selling food, for an afternoon nap or as a dating venue. If there are bikes, then there are helmets. And helmets means dandruff.

A large majority of our consumers are dandruff deniers. 50% have dandruff but only 28% of them use an anti-dandruff shampoo. We needed to find a disruptive platform that can show them the reality of dandruff clearly and also provide a platform for driving Head & Shoulders trial.

We partnered with the biggest ride hailing service in Vietnam called GrabBike. 1 million Vietnamese commute with GrabBike daily.

Inside the GrabBike helmet we put a black Head & Shoulders branded filter that would provide the users with a test to check their dandruff. After the ride, the users could see that they do have dandruff by checking the helmet filter – thus showing the dandruff deniers that they need our anti-dandruff solution.

And to get them try out Head & Shoulders immediately, the users got a message from Grab sending them a promo code which they could redeem in Lazada – the biggest e-commerce site in Vietnam.

ratio holder


The LED display on the bikes travelled for 450,000 Km driving awareness and reach among 3,000,000 people.

There were 90,000 riders who tried out the H&S filter and got the promo code from Grab.

+14% jump in sales compared to the previous period

Sales jumped
Compared to the previous period

Festival of Media Global 2019
Best Local Execution of a Global Brand
Festival of Media Global 2019
Festival of Media Global 2019

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