In the digital age of information overload, brands may find that their target markets are becoming more and more difficult to reach with traditional advertising and communications methods. A recent trend is for companies to utilize online and social media to increase brand awareness (Please see previous news on Sunkist, Unilever, and Twitter). But marketers from Sunsilk have found a unique human channel to promote their products— flight attendants.

 From 8 June, the haircare brand Sunsilk has partnered with airline Jetstar Asia to promote its newly launched hair-reconstruction product range. As part of this partnership, air hostesses on Jetstar Asia and Valuair flights departing from Singapore will give a live demonstration of Sunsilk shampoos and conditioners to passengers on board. In addition, every female passenger will get a complimentary kit of its new products. In so doing, Sunsilk will be providing a brand experience for its target market by creating a unique way for them to interact with the brand.

This off-line promotion is being run consecutively with Sunsilk’s television, print, and online advertising campaigns. In addition, a website designed to target Singaporean women has been launched.  

Sunsilk’s campaign is noteworthy as it integrates both traditional media and an innovative approach in order to build brand awareness with the brand’s target market. This is also the first time Jetstar has cooperated with a brand by offering an interactive platform to reach consumers. This could be an opportunity for Jetstar to develop other advertising activities on their flights. As Sunsilk and Jetstar target a similar market, this partnership should prove to be beneficial for them both.

 Today, brands cannot merely rely on traditional media to reach their target markets and realize multilateral communication objectives. At the same time, innovative ideas should be analyzed in line with brand strategy to ensure they effectively build brand equity.