Unilever
“I want to shampoo you” sms competition
Our team launched the first SMS Game product promotion for Unilever’s Ultrex shampoo brand
Objectives
Unilever’s aim was to increase sales of Ultrex via an innovative interactive campaign which would reinforce its positioning as the ‘lady killer’ shampoo for 13-24 males. In addition Unilever was looking to gather customer data and create a Unilever SMS database.
The Campaign
A high profile TV, Radio and Press campaign prompted consumers to buy Ultrex, text in a unique on-pack code, submit demographic, psychographic and product specific info and attempt, via an SMS game, to virtually seduce one of the three super models featuring in the ads
All the participants won ringtones of their choice and selected winners got mobile phones. The grand prize winner was shampooed with Ultrex by the super models live on national television.
Results
The response rate for this promotion was particularly high. Unilever also managed to create a large SMS permission database with accurate demographic, psychographic and product specific information. The SMS mechanic itself, which entailed direct dialogue with the supermodels, became famous in its own right amongst the core target. The campaign received Gold in the ERMIS advertising awards.
The results of the promotion were accurately forecast beforehand by Upstream and they represented a significant revenue source 
Our team launched the first SMS Game product promotion for Unilever’s Ultrex shampoo brand
Unilever’s aim was to increase sales of Ultrex via an innovative interactive campaign which would reinforce its positioning as the ‘lady killer’ shampoo for 13-24 males. In addition Unilever was looking to gather customer data and create a Unilever SMS database.
A high profile TV, Radio and Press campaign prompted consumers to buy Ultrex, text in a unique on-pack code, submit demographic, psychographic and product specific info and attempt, via an SMS game, to virtually seduce one of the three super models featuring in the ads
All the participants won ringtones of their choice and selected winners got mobile phones. The grand prize winner was shampooed with Ultrex by the super models live on national television.
The response rate for this promotion was particularly high. Unilever also managed to create a large SMS permission database with accurate demographic, psychographic and product specific information. The SMS mechanic itself, which entailed direct dialogue with the supermodels, became famous in its own right amongst the core target. The campaign received Gold in the ERMIS advertising awards.