2016 Winners & Shortlists

Brief Explanation

1)This direct mailer was specifically designed keeping in mind the message and the medium. 2) Target Group: Women Influencers in the age group of 20 to 30 years in the region. 3) Objective was to talk to them directly and communicate the single minded message that using regular shampoos is like washing hair with detergents. Hence the use of the washing machine in the design was appropriate. 4) This direct mailer is a pre-launch tool used to create buzz around the concept of Shampoo replacement and was sent to a select audience in one geography(UAE).

Creative Execution

The concept of harsh detergents being used to wash hair has been the central theme of the brand across mediums. Thus the detailer was an illustration of the same. The journey of the consumer on discovery of sulfates , their use in ordinary shampoos and the alternative in the Hair Cleansing Milk was the key lynch pin of the marketing plan. Selection of limited influencers obtaining their consent in sending the samples and their feedback were all instrumental in execution. The detailers themselves had their life extended with their use as educational pamphlets in on-ground activation in retail outlets.

Results

30 key influencers were sent the DM. The responses and feedback was tracked by the agency. The feedback was taken through one to one interactions with the recipients. The product and concept was liked and appreciated. The product was used and reviews scored high on efficacy and the consumers loved the hair cleansing milk. Product reviews were published in leading on line sites in the region. The product and concept was talked about, shared and recommended by the comsumers.