2013 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

We successfully demonstrated in a highly entertaining and engaging way, how the outdoor elements wreak havoc on women's hair and introduced them to the ultimate solution, new Dove Hair Therapy.