2016 Winners & Shortlists

Creative 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.

Over 2 million targeted females were reached with #hairtalks & #haircare becoming trending topics. 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

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 and emotional connection with women in the Middle East by launching a conversation about Hair care in the Middle East.