Brand | UNILEVER ARABIA |
Product/Service | DOVE HAIR PRODUCTS |
Entrant | RED IMPACT Jeddah, SAUDI ARABIA |
Category | Fast moving consumer goods |
Entrant Company
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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
Eyad Naseem |
Red Impact |
Creative Director |
Tarik Hadi |
Red Impact |
Head Of Digital Department |