work

P&G | 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.

Challenge

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.

Idea

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.

Results

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

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