Brand | UNILEVER |
Product/Service | DOVE HAIR THERAPY |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UNILEVER Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
Over 3800 women took the frizzometer test. We sampled over 100,000 women directly giving them the range to try for themselves. And more importantly women of the UAE voted Dove Hair Therapy as the Product of the Year 2012
Creative Execution
We set up our activation in the most popular outdoor venue in Dubai, the JBR Walk. This is the perfect location to target women who want to look their best yet fight the extreme outdoor elements.
We created a Frizzometer, to test how dry their hair was. By using a scientific Vandergraph machine, women actually saw the effects the conditions have on their hair and how new Dove Hair Therapy was the solution to this daily problem.
Every woman was sampled with the new Dove range so they could test it out for real and see the difference that Dove makes.
Insights, Strategy and the Idea
The extreme weather conditions in the UAE wreak havoc on women's hair, leaving it dry, frizzy and unmanageable. New Dove Hair Therapy combats dry frizzy hair leaving it smooth and 100% frizz free. We needed to launch this to the women of the UAE in an engaging and convincing way. Our solution physically showed women how dry and frizzy their hair was and that new Dove Hair Therapy brings it back under control.
Credits
Ben Knight |
Ogilvyaction |
Creative Director |
James Bisset |
Ogilvyaction |
Copywriter |
Gary Rolf |
Ogilvyaction |
Art Director |
Gary Rolf |
Ogilvyaction |
Photographer |
Rocelo Lamboloto |
Ogilvyaction |
Illustrator |
Gary Rolf |
Ogilvyaction |
Typographer |
Vaquas Alvi |
Ogilvyaction |
Account Supervisor |
Abeer Elyan |
Ogilvyaction |
Account Manager |
Basim Ishtiaq Ahmed |
Ogilvyaction |
Account Manager |
Rhodri George |
Other |
Other |
Louise Rolf |
Other |
Other |
Reena Sadia |
Other |
Other |
Logan Allanson |
Ogilvyaction |
Art Director |
Nurul Amelia |
Ogilvyaction |
Art Director |
Zeynep Balyali |
Dove |
Brand Manager |
Hussein Jaber |
Dove |
Brand Manager |