2010 Winners & Shortlists

The Brief

The Mailer objective was to introduce Parachute Hamam Zait creams to salon professions in order to influence their recommendation of the product to the end consumers.

Creative Execution

The idea was perfect as it co-related to the end benefit of Hamam Zait Cream category i.e. smooth hair. Also the choice of a hair band as a device was integral to the hair category.

Describe the creative solution to the brief/objective.

Salon professionals get many free samples from manufacturers. However the results from usage are not apparent immediately. The creative solution was to intrigue the recipient about Parachute Hamam Zait Creams and to give them a clear indication of the product benefit. The direct mailer was an unusual hair band – one that had suction pumps instead of teeth to demonstrate that post using Parachute Hamam Zait the users hair would become so smooth that anything would slide off it, hence the suction pumps.

Results

Result The salon professionals were contacted one month after the delivery of the mailers and the results were as follows 1) Almost all of them recalled the mailer 2) 100% recall of brand name and product 3) Clear message comprehension – for smooth hair 4) Almost all the respondents recommended Parachute Hamam Zait to consumers