EPISODE 2: ANTI-DANDRUFF COMMERCIALS
Brand | HEAD & SHOULDERS |
Product/Service | HEAD & SHOULDERS ANTI-DANDRUFF SHAMPOO |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Webisodes / Series |
Idea Creation
|
SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
Production
|
DUBOMEDY Dubai, UNITED ARAB EMIRATES
|
Background.
SITUATION
The anti-dandruff shampoo market is saturated and stagnating. Head & Shoulders is facing a fierce competition from more affordable brands, the lack of conversation around dandruff and the declining perceptual importance of anti-dandruff shampoo in the eyes of younger customers.
BRIEF
To relaunch the brand and appeal to a younger audience by telling them that Head & Shoulders is an effective anti-dandruff solution that remove dandruff and scalp worries, allowing them to feel confident about themselves.
OBJECTIVES
Market penetration:
• To grow the anti-dandruff segment to 32% (+4%) by acquiring new loyal customers.
• To keep Head & Shoulders on top of consumers’ mind and grow sales.
• To increase frequency of usage and sales volume by getting existing customers to use Head & Shoulders on a daily basis.
Describe the creative idea.
Since looks and image are everything in the Arab world and nobody talks about dandruff, we made everyone laugh at it with our original dandruff jokes.
FUNNY THINGS OFF THE TOP OF MY HEAD. A series of 14 webisodes starring Middle East’s biggest stand-up comedians and a full house of comedy fans. An original comedy show that made everyone laughed their heads off dandruff-free.
Describe the strategy.
TARGET AUDIENCE
Millennials and Gen-Z (18-35) in Head & Shoulders’ existing customer base and the competition’s.
COMMUNICATION STRATEGY
• Keep dandruff on top of consumers’ mind with a sharable live experience and online content that get talked about.
• Break the age-old mold and formula of anti-dandruff commercials to appeal to a younger audience.
CULTURAL TENSION
In the Middle East, it’s a taboo to have dandruff and to talk about it. So we turned this belief on its head and made everyone laugh at it.
MEDIA STRATEGY
To amplify the impact and widen the reach, first we hosted the live event and seeded the online webisodes through the comedians’ social media channels all totally unbranded. Once it gained momentum, we branded the online series and promoted them further across social media as well as through the comedians’ channels.
Describe the execution.
We wrote original dandruff jokes and hosted an unbranded live show in Dubai titled FUNNY THINGS OFF THE TOP OF MY HEAD starring Middle East’s biggest stand-up comedians such as Ali Al Sayed (UAE), Nemr Abou Nassar (Lebanon), Bader Saleh (KSA), Ahmad Al Shammari (Kuwait) and Khalid Mansour (Egypt) — all of whom have millions of fans around the region and have been featured on Comedy Central Arabia, Showtime, Esquire, Gulf News and Rolling Stone Middle East. It was a sold-out event with over 2,000 unsuspecting comedy fans.
We then launched 14 webisodes across social media, including via the comedians’ social channels. First totally unbranded. Then fully branded. We then toured around the region (Saudi Arabia, Bahrain and Jordan) to spread more laughter.
It was a huge success that it is planned to become a permanent yearly event.
List the results.
• 19.4+ million views
• 79% completion rate
• 140,332+ comments
• 4.18+ million shares
• +36% brand recall
• +1.7% sales growth
• +1.2% market share
• Free media and PR coverage worth USD837,000+
Credits
Bechara Mouzannar |
Publicis Groupe |
Chief Creative Officer |
Adil Khan |
Saatchi & Saatchi |
CEO |
Komal Bedi Sohal |
Saatchi & Saatchi |
Chief Creative Officer |
William Mathovani |
Saatchi & Saatchi |
Creative Director |
Vineet Naik |
Saatchi & Saatchi |
Designer |
Maged Kamal |
Saatchi & Saatchi |
Account Director |
Qais Mustafa |
Saatchi & Saatchi |
Account Executive |
Milad Issa |
Saatchi & Saatchi |
Associate Creative Director |
Ali Al Sayed, Nemr Abou Nassar, Ahmad Al Shammari, Khalid Mansour, Bader Saleh |
Independent |
Comedians |
Links
Video URL