2016 Winners & Shortlists

HAIR TALKS

BrandPHILIPS
Product/ServiceMOISTURE PROTECT HAIR CARE RANGE
EntrantCARAT Dubai, UNITED ARAB EMIRATES
CategoryBrand or Product Integration in to an Existing Programme or Platform
Media Agency CARAT Dubai, UNITED ARAB EMIRATES
Media Agency 3 MEC ACCESS Dubai, UNITED ARAB EMIRATES
Entrant Company CARAT Dubai, UNITED ARAB EMIRATES
Media Agency 2 CARAT Dubai, UNITED ARAB EMIRATES

The Campaign

Women today in the Middle East are exposed to numerous beauty brands, with increasing knowledge and power over how they look. They are always out on a look to find the best possible beauty products, and price is rarely an issue as long it’s worth it for them. The insight: The moisture product was delivering the answer to a problem women face every day. How we approached the communication was driven by competitor activity insights and the opportunity for Philips to dominate by creating a honest conversation with their consumers. Without the budget for a celebrity endorsement or huge TV campaign, we knew we needed a creative approach to launch the new Philips hair care range. The strategy: To create a personal brand experience that would create an emotional connection with women in the Middle East The execution: The aim was to create a conversation & bring women together to talk about their hair problems & their relationship with their hair. We launched two digital videos across Philips social media and YouTube with real, honest videos with women. The first was titled ‘What would your hair say if it could talk?’ and the second ‘How is your relationship with your hair?’ We tied up with strong beauty influencers on Instagram for higher reach and to create a buzz and conversation around hair care with fans discussing hair in general.We then introduced the product on TV, as well as high affinity magazines and digital formats on Arabic female lifestyle websites, forums, video pre-rolls on YouTube supported by Facebook promoted posts to raise awareness on the benefits of using the Moisture Protect. Advertorials in lifestyle magazines demonstrated how easy it is to have that desired look as well as product integration on Al Watan TV .

UAE - 31% growth in sales in Carrefour vs. Last year - Market shares grew by 8 pts - Tripled the quantity of products sold vs. LY (3,000 units vs. 1,000 of LY – SOLD OUT) - Philips jumps from 4th to 2nd position in Hair Care - #1 in high end straighteners Kuwait - Combined Moisture range sold 1500+ units in 4 weeks - Sales increased 3.4M USD vs 2.9M USD last year, 17% growth in sales - No 1 hair care product in Kuwait We effectively communicated the key benefits of the product range, convincing the consumers of the quality and performance of the products. This lead to a huge return on investment for the brand in terms of sales. The virality of the #hairtalks video campaigns created huge affinity and brand loyalty for Philips. We created a two way brand experience to start a conversation with the women of the Middle East, connecting with them on a personal level with a relatable topic in relevant and accessible way.

Credits

Name Company Role
Kiril Alexandrov Carat Associate Media Director
Shadya Hamad Carat Media Manager
Kaleem Syed Carat Media Director
Fatima Sheikh MEC Access Director
Vikrant Shetty MEC Access Associate Account Director
Nilofer Kassam MEC Access Content/Strategy
Yasmin Mebar MEC Access Senior Account Executive