ASIA-PACIFIC – VIETNAM, OCTOBER 12, 2012 – What ensues when one of the world’s largest personal care brands pioneers digital interactivity in one of its largest markets? Why, you end up with irresistible… SCENTRACTION!
Last week, Unilever Vietnam’s Lux fragrant shower gel unleashed SCENTRACTION (The Scent of Attraction) – a social media blitz comprising the country’s first interactive digital film on a new website, coupled with a vibrant Facebook page.
Conceived by JWT Vietnam and social-digital partner Notch, the quirky film features Vietnamese pop icon Ho Trung Dung. After an exciting interactive journey with viewers, Dung ultimately succumbs to the fragrant allure of the leading lady – who remains a mystery woman throughout the execution, but finally turns out to be the interacting viewer herself.
“Falling in the 18 – 35 age groups, our target audience spends most time on digital. This is Lux’s first foray into digital, and the idea engages the right people,” Mai Phuong, Lux’s brand manager said. “The campaign’s success hinges not just on build brand awareness, but also active engagement with Lux’s new strategic direction of Fine Fragrance.”
Commenting the digital execution, JWT Vietnam CEO Saby Mishra said:"Today most digital work being churned out in this market are literal adapts of ATL executions. We’ve always said that digital is a new way to think proposition-based platforms beyond mere campaigns and unlock growth for clients. Our Lux Scentraction work is a fine example of our vision of digital’s real role in this market and we are delighted to have a client partner like Unilever who shares our spirit of innovation."
"In today’s reality, brands need to have a social story to drive a greater share of the shopping basket. You can’t have a brand-building strategy without a social strategy,” said Tarun Dhawan, Notch managing director.
While it may be an interactive first for Vietnam and this partnership, Unilever also chose JWT and Notch for Sunsilk Keratinology’s high end digital campaign, earlier this year.
