2015 Winners & Shortlists

TALK TO YOUR HAIR

BrandUNILEVER ARABIA
Product/ServiceDOVE HAIR PRODUCTS
EntrantRED IMPACT Jeddah, SAUDI ARABIA
CategoryFast moving consumer goods
Entrant Company RED IMPACT Jeddah, SAUDI ARABIA
Advertising Agency RED IMPACT Jeddah, SAUDI ARABIA

The Brief

Launch of a new premium range of Dove oil replacement (leave-on format) that builds on the treatment credentials for damaged hair. The objectives were to inform: - Know that Dove Oil Replacement is used after wash and is non rinse. - Know that Dove Oil Replacement is better than others because it gets absorbed better. - Get them to try the product.

Describe how the promotion developed from concept to implementation

Let women talk to their hair! Women had to answer 8 quiz questions about their hair. They would then get a personalized letter from their hair. Then, they would get a chance to answer their hair back.

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

Won the Best Global Activity at Unilever. Dove also increased it market share to an all time high in Saudi Arabia!

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

Women got to really say it loud their when it came to their hair issues and got expert advice from their hair itself. What better way to solve to solve a problem by talking to it personally! The activity was done in malls and incorporated promoters and a digital platform to interact with their hair. All questions were asked and answered online using ipads.

Credits

Name Company Role
Eyad Naseem Red Impact Creative Director
Tarik Hadi Red Impact Head Of Digital Department