2009 Winners & Shortlists

Results and Effectiveness

The cinema edits contributed to double Pert Plus’s top of mind awareness in Egypt to 8%. In the Near-East (Lebanon, Jordan, Egypt, Iraq, Syria) Pert Plus reached its highest ever market share following the initiative at 10.2%.

Creative Execution

We have created cinema interrupters that ran in movie theaters before the shows, and that looked like trailers, or contests. The interrupters act like ambient films in the movie theater. In the middle of an action, a female silhouette enters the frame, her frizzy hair hiding the most important part of the sequence on the screen, so you end up missing out on the story. The selling line: ‘Keep frizz out of the picture’.

Insights, Strategy and the Idea

The objective was to introduce the new Pert Plus frizz control variant to its young target, in a disruptive way. Pert Plus is a young brand that connects with its target where they are present. Given that Cinema is a very important hang out for our target, it was definitely an interesting place to target them in.