2015 Winners & Shortlists

Results and Effectiveness

Our in store activation was viewed by visitors in our UAE store & 512,000 fans online.

Creative Execution

We capitalized on the high engagement & interest of fans in the show by connecting them to the Voice studio experience from within our own store. We installed the iconic red chair used by judges, which was never before seen beyond the show performance worldwide, on our premises. From a position of power, and after being given a premium makeover by our makeup artists, we enabled fans to express their opinion on the contestants’ performance during the previous night’s episode and offer them their words of encouragement and support. A total of eleven 3 minute episodes were produced with fans acting like judges, & uploaded online for people to engage with.

Insights, Strategy and the Idea

In a market where the consumers are twice as likely to consume beauty products vs. global, Sephora’s low spontaneous awareness figures of 38% & 24% in its key markets of UAE and KSA were far from competition. Sephora’s challenge was to elevate its spontaneous brand awareness as a beauty retailer & a beauty brand, through bringing across its unique DNA pillars: disruptive spirit, freedom to experience, fun place to learn & amazing beauty selection, to strengthen bonds with its target. Music reality shows have gained huge momentum in KSA/UAE & engagement with the show is high & significant spikes are seen on social media inline with the program, whereby 52% & 51% of people in KSA/UAE simultaneously consume TV & online. We partnered within the Voice program, as a mutual partnership that could propel Sephora’s reach and complement the beauty of the region’s vocal talent with the Sephora beauty experience.