The encyclopedia · Advertising & PR · Marketing decision · 2024
Serasoft's banner made Indonesia swipe away fake hair to unlock a 40% discount
Serasoft's banner showed realistic falling hair; swiping it away unlocked a 40% discount auto-applied at checkout — four Citra Pariwara Silvers.
Serasoft (Lion Wings) · Dentsu Indonesia
The solution
Many Indonesians lose hair, yet almost nobody wants to talk about it — and Serasoft's Anti-Hairfall Serum Shampoo was hard to sell precisely because people preferred to ignore the problem. A conventional ad would have lectured them about a condition they denied.
Dentsu Indonesia built an interactive banner for mobile sites: realistic loose hair appeared on the phone screen, and visitors had to swipe the hair away to reveal a scanner offering a 40% discount. The deal was applied automatically at checkout on e-commerce platforms, turning a playful moment into a purchase with no extra steps.
The campaign launched in September, timed to Indonesia's unpredictable weather season, when sudden rain and intense heat damage hair. The timing made the fictional hair fall feel personal and current rather than abstract.
At Citra Pariwara 2024 the idea won four Silvers (rich media, digital media, direct promotion and innovative use of digital media) and three Bronzes (creative commerce, mobile apps and technology), part of Dentsu Indonesia's record 32-award haul.
Why it worked
- It confronted the psychological barrier — denial — instead of selling a feature.
- Swiping the hair away gave people a physical gesture that mirrored the desired outcome.
- Auto-applying the discount removed every step between insight and sale.
- Launch timing tied the problem to a season when hair genuinely suffers.
What can be applied
When the category truth is something people avoid, dramatise the avoided problem instead of the product — then make the remedy frictionless so the recognition converts.
Aftermath
The Hairfall Banner became one of Dentsu Indonesia's most decorated digital executions of 2024, with seven Citra Pariwara metals including four Silvers, and was submitted to ADFEST 2025 in the m-commerce category. It also helped Serasoft own the hair-fall conversation without embarrassment, and the same agency-client relationship continued across the Lion Wings portfolio.
Sources
- The Hairfall Banner — Serasoft Serum Shampoo (ADFEST 2025 winners entry)
- Dentsu Indonesia Dominates Citra Pariwara 2024 With Record 32 Wins
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