2015 Winners & Shortlists

Creative Execution

Attendees at the virtual concert could watch Lara Scandar perform unique and unforgettable songs created for the concert. They could let their hair loose by selecting their avatar’s hair colour and style. And throughout the concert, users could interact with the artist as they virtually requested special songs, applauded, cheered, lit up their lighters, took photos, and shared what they wanted to Love and Forget. Users could also scan any Herbal Essences Nature Collection product to gain backstage access and get personalized virtual album signings from Lara Scandar herself, along with exclusive media!

The online campaign lead 550,000 visitors to the website where they shared on social media what they love and forget to earn their free ticket. ‘Love&Forget’ messages immediately spread across the Internet within 45 minutes of the announcement. 15 news and media sources covered the concert. More than 50,000 people attended the concert. The concert buzzed with social activity, as people could connect with their friends who were attending, check in at the concert, and share photos on social media. 40% of the audience came from KSA and 7,600 people bought the product to have access to the backstage.

Herbal Essences launched its brand-new 'Nature' Collection across the Arab World, the first mass product inspired by Natural ingredients free of silicones, parabens and dyes. The collection was launched to serve a young audience between 16-24 seeking more natural hair products. The key Market for this collection was KSA followed by Egypt. To highlight the novelty of the collection, we wanted to give women in the region a first-of-a-kind experience. With women in KSA being prohibited from attending musical concerts, we found an ideal opportunity. We launched the first-ever interactive online concert in the Arab World titled “Love&Forget” powered by digital and social media. We wanted women to fall in love with our natural collection and forget other products with Paraben, Silicon, and dyes. Therefore ‘Love nature and forget yourself in music’ became the campaign signature.