In Malaysia, Sunsilk Targets Teens With Integrated TV Show

'Impian Illyana' in Second Season Bumps Up Brand's Market Share

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Brand: SunSilk
Brand Owner: Unilever
Category: Toiletries/cosmetics
Region: Malaysia
Date: June to November 2006
Media Agency: MindShare
Other Agencies: RedCom
Media Owner: Media Prima, Giant Malaysia
Media Channels: Mobile, events, retail, TV, branded

Forty-three percent of the Malaysian population is under 19, which makes attracting teenage consumers vital for all sorts of brands. But SunSilk's TV commercials weren't doing so. The solution was to return to an earlier success, an integrated campaign known as "Impian Illyana," and build out the campaign around the main character for 2006.

"Impian Illyana" is in its second season as a TV series, and features the dreams and trials of 17-year-old Illyana. The first time the character was used in 2005, she was merely part of an integrated campaign. The aim in 2006 was to make it a brand-activation property that utilized all the possibilities of modern communication.

The show was broadcast twice a day in 10-minute episodes across two of the largest TV channels in the country. There were also press activity, a blog, an interactive wireless diary, SMS diaries and MMS downloads available.

For the first time in 2006, members of the cast were also chosen via nationwide auditions held in partnership with a local supermarket.

Although traditionally such advertiser-funded content will contain less-than-subtle messages, the skill of "Impian Illyana" was that the medium for promotion would be the cast and the characters.

They appeared in product commercials, which also acted as program promos running on the TV stations away from the show itself. The activity extended SunSilk's position in the retail sales chart, gaining an extra 2.5 points of market share.
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