JWT Vietnam launches the country’s first interactive digital TVC – Scentraction

Conceived by JWT Vietnam and social-digital partner Notch, Unilever Vietnam’s Lux fragrant shower gel has unleashed SCENTRACTION (The Scent of Attraction) in the form of a social media blitz comprising the country’s first interactive digital film on a new website, coupled with a vibrant Facebook page.

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.

Mai Phuong, Lux’s Brand Manager said, “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. The campaign’s success hinges not just on build brand awareness, but also active engagement with Lux’s new strategic direction of Fine Fragrance.”

Saby Mishra, JWT Vietnam CEO (pictured) added, “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.”

Tarun Dhawan, MD of Notch said, “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. These two are closely linked. The Scentraction idea helps communicate the brand’s point of difference – fine fragrance, while nurturing an engaged user base. We are proud to be on the team that launched Lux Vietnam’s first digital foray through the website as well as through its first Facebook fanpage.”

Sharing this elation is Mark Fernandez, JWT’s Head of Creative Strategy for Vietnam & Indochina said “It’s a dual creative strategy in which story and interactive format engage seamlessly. Ho Trung Dung’s pursuit of the mystery Lux woman keeps leading him to crossroads of decisions… that the viewer has to make on his behalf. Each optional decision leads to a different outcome – one good, the other not quite. Choice of the right outcome hastens the celebrity’s path to a romantic ending. Choice of a wrong outcome peppers the journey with light hilarity – and that’s where the interactive bit begins to get interesting.”