Unilever, Seda Shampoo

The Brand / Event:

• Unilever, Seda Shampoo

Objectives:

• Raise awareness of Seda Shampoo among teens in Brazil. The Seda brand is part of the Beauty and Hygiene Division of Unilever Brazil. Seda is the leader in the Brazilian shampoo market, with 25% market share. Sold in 80 countries, it even holds the Guinness World Record for the most heads of hair washed and styled in one day.

Scenario:

• Mobile campaign and customized Nokia 5200 Pink handset.
• When Seda prepared to release a teen-friendly version of its shampoo, executives discovered that most teens preferred to be communicated with via their mobile handsets. Nokia and interactive agency F.biz created a mobile advertising campaign along with customized handsets for the brand.
• Nokia and F.biz developed a mobile campaign featuring banner advertising on the Nokia Media Network, and wallpaper and game downloads on a customized Nokia 5200 Pink handset.
• Banner ads led customers to the download page of the Seda Teens Java game and a Seda Teens branded social networking site. The site allowed users to browse beauty and health tips, horoscopes and an “Experts” area where they could submit questions.

Results:

• 5% CTR, more than 360,000 visits to mobile site.
• 5% average click-through rate.
• More than 360,000 visits to the mobile Internet site in two months, twice the number of visits to the Seda Teens website.
• More than 11,000 game downloads.