Sedal: SEDAL RADIOALITY

Credits & Description:

Category: Best Use of Audio

Advertiser: UNILEVER

Product/Service: HAIR CARE

Date of First Appearance: Apr 15 2010

Entrant Company: INITIATIVE COLOMBIA, Bogota, COLOMBIA

Strategic Director Middle Americas: Lina Rivero (INITIATIVE)

Strategic Planner: Daniel Landinez (INITIATIVE)

Director Unilever Middle Americas: Carlos López (INITIATIVE)

Brand Manager Sunsilk: Cristina Angulo (UNILEVER)

Hair Category Unilever: Claudia Castillo (UNILEVER)

Media placement: Radio Spots, transmissions, remotes, sections - La F.M - 26 April, 2010

Media placement: Digital - banners and layers - lafm.com.co, lamega.com.co, rcnradio.com.co, canalrcnmsn.com, amores.com.co - 15 April, 2010



Insights, Strategy & the Idea

SEDAL women long to have their “15 minutes of fame” in which they can shine as stars. We had to carry out the brand promise of the new SEDAL variant: “It reconstructs your hair in 10 days.”

Radio is the media with the highest penetration amongst our target audience, and is popular with SEDAL´s woman. We created the Reality Show: “10 days to change your life” on the radio (Radioality). With the most important radio station we began the quest to find 10 women willing to have an unforgettable experience for 10 days. They had to compete to find who was going to become the SEDAL Girl. They had to prove they could be funny and fit; they had to have a latent artistic side and culinary skill. As a TV reality show, consumers followed the contestants and interacted with them live through the radio station and the web.



Creative Execution

Our 10 finalists were part of the "House of SEDAL" a stunning place designed with beauty salon, a live transmission set of the radio station, a stage, a runway and a beautiful living room where they all gathered, The House was set inside one of the most important shopping malls of the country. Our consumers connected with our strategy by on-line votes and phone calls to radio stations, to eliminate or reward our participants. Thanks to the efforts made, the idea was present on TV, Radio, Digital and Indoors.



Results and Effectiveness

We achieved more than 100 hours of radio transmissions dedicated to the brand, reaching 28% of our target and more than 5,000 TRP´s on a national level in just 10 days.

The efforts done in the digital world helped us obtain 1,000 women enrolled to participate and become one of the 10 finalists of the Radioality, 3,000 on-line voting’s and 40,000 page views to our website. The shopping mall´s traffic increased by 14% during the 10 days of the activity.