2015 Winners & Shortlists

The Brief

The months leading up to the world cup, every major brand (as well as all the smaller ones) was vying for consumer attention and sales by creating promotions that lured consumers using world cup tickets. And at the core of it all, was our target 8 to 20 year old males. So could a small brand such as Haircode, a local gel brand, how do you get our target to notice us at a time when every key player in the market is vying for their attention?

Describe how the promotion developed from concept to implementation

We had to stand out from the clutter and offer our target the one thing they wanted more than to see the world cup…a prize never before offered from a small brand like Hair code, or any other brand for that matter.One million pounds.But world cup tickets cost a lot less than a million pounds. We had to sacrifice on something… So we slashed our production budget and put the money towards the prize. Consumers simply had to send in the code on the inside of Haircode gel packs for a chance to win the 1 million pound grand prize.

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

Results exceeded expectations and objectives on every front; Youtube viewership, Facebook fans, and most importantly, sales grew by a whopping 32%. Leading to a marked increase of 7% in marketshare and clearly establishing Haircode as the market leader.

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

As a brand that encourages its consumers to seize every opportunity and make the most out of it, it seemed only natural for us to do the same. We sacrificed our production budget to seize an opportunity where every other brand was saying the same thing and screamed something different