2011 Winners & Shortlists

Results and Effectiveness

The campaign got 154 million impressions due to the Koora tie-in – 200 per cent more than estimated. Response rates were second only to endemic football brand Adidas – not bad for a shampoo. Another 6 million hits came through other media. Impact on the brand was significant: - Top of mind awareness rose from 32 to 34%. - Unaided ad awareness: 79 per cent, up from 69%. - Aided ad awareness rose from 79% to 88%. The only correct answer to what was on a man’s mind seemed to be: Head & Shoulders. Source: P&G Trial & Media Tracking Tool

Creative Execution

It’s a man’s thing. Give someone the chance to post a photo and customise it, and the result will usually be hilarious. Men were invited to upload pictures of themselves or friends. They could then drag items around the head, into their hair like a halo of thoughts in a giant afro. Sneakers, guitars, engines. Never dandruff. Once done, they could send off to Facebook or email with a one click of a button. As June rolled in, Head & Shoulders partnered with Kooora.com, the region's largest sports site with 10 million users and over 1 billion monthly page views. Because every four years, there comes a time when there’s only one thing on every man’s mind: football.

Insights, Strategy and the Idea

Cars. Sports. Girls. Shisha. These are some of the things on a man’s mind. The important thing: dandruff is NOT. Head & Shoulders is the leading anti-dandruff shampoo in MENA. Historically, it had targeted an older population through one-way communication. But it was time for a change, for two reasons: First, a 2010 census showed that 50 per cent of the population, or around 13 million people, were young men under 25. They were web-savvy, and wanted conversation, not broadcasts. Second, competing brand Clear posed a challenge – they were gaining market share and had signed footballer Cristiano Ronaldo as endorser in the World Cup year, no less. So Head & Shoulders set out to ask men what was literally on their minds.