2014 Winners & Shortlists

The Brief

To create an ambient direct response solution to compliment our integrated marketing campaign for L’Oreal’s new product – Arginine Resist X3, which reduces hairfall by strengthening the hair from root to tip.

Describe how the promotion developed from concept to implementation

More than a third of the Middle Eastern population suffers from hair loss. High levels of saline in the water supply leave hair feeling limp, leading to excessive hair fall. We targeted washrooms, where our target audience faced the reality of hair loss daily, and placed a simple, but highly memorable piece of communication on bathroom signs across the region.

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

Over 5,000 signs in the region received a ‘hair makeover’ during our month-long campaign. The stickers helped the Arginine Resist X3 campaign increase its overall sales by 3.1%. Market share grew by 53% and our facebook page tripled in followers. Most importantly, Arginine Resist X3 users were keeping their hair off the floor and on their head once again.

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

Working on a shoestring budget, we designed simple stickers of various hairstyles and placed them on baldheads of bathrooms signs across the region. We turned the bald into the beautiful, ultimately transforming thousands of washroom signs into mini-billboards that instantly highlighted the benefit of Arginine Resist X3.