2020/2021 Winners & Shortlists

GOT2B - HENKEL

BrandGOT2B
Product/ServiceGOT2B HAIR STYLING PRODUCTS
EntrantSPACE ODDITY EVENT MANAGEMENT DUBAI, UNITED ARAB EMIRATES
CategoryLaunch / Re-launch
Idea Creation SPACE ODDITY EVENT MANAGEMENT DUBAI, UNITED ARAB EMIRATES
Media Placement SPACE ODDITY EVENT MANAGEMENT DUBAI, UNITED ARAB EMIRATES
PR SPACE ODDITY EVENT MANAGEMENT DUBAI, UNITED ARAB EMIRATES
Production SPACE ODDITY EVENT MANAGEMENT DUBAI, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

We adopted a 360° approach, including an online and offline strategy to launch Schwarzkopf's got2b new hair range of 11 products in the Middle East. We strategically tweaked existing marketing techniques to amplify results and maximize ROI. One of the campaign strategies involved an onsite activation at the UAE’s most popular beach club, Blue Marline Ibiza. We then actively implemented tactics to redirect sales to the country’s largest retail platform, Carrefour. This was followed by a direct marketing and influencer & media strategy which went viral, driving increased share of voice and sales.

Background

Henkel commissioned us to conceptualize and activate a regional launch pf Schwarzkopf's got2b brand of 11 products. We worked to amplify brand awareness of got2b by promoting the products to the target audience through a highly engaging campaign. The client’s objectives were to launch the products within relevant circles, drive demand by increasing brand awareness and redirect footfall to retailer to promote sales.

Describe the creative idea (20% of vote)

We honed in on the most creative and engaging element of the packaging, the distinctive yellow color, to create a strong and clear customer affinity with the product. The flagship products are called “Glued”. We designated it as the campaign hero to dictate aesthetics of all the implementation items ranging from the venue installation, to the event booth and audience giveaways. Our offline approach consisted of creating a yellow-themed hair styling salon booth, with hairstyles incorporating both the products and hero brand color. We then communicated it across various collaterals. Audience engagement was a key part of the creative strategy, driving online awareness through competitions and giveaways.

Describe the strategy (20% of vote)

Our target audience included males and females aged 16+, with specific criteria including being highly sociable, trend-oriented, ambitious and outgoing. Through careful research, we concluded that in the UAE, this demographic would be present in large numbers at universities, clubs, beaches and concerts. We decided to focus on securing a highly adaptable venue for a large-scale activation, one that would provide the desired footfall. Blue Marlin Ibiza was the place where our target audience would be abundantly present, and in the right frame of mind, to engage with onsite. The location was deliberately chosen to leverage popularity and drive product relatability. We also approached influencers who we vetted, ensuring their alignment with brand values and purpose.

Describe the execution (30% of vote)

To deliver a fully immersive experience we built a yellow-themed hair styling salon booth, fitted matching carpet, installed neon lights, added vinyl stickers and beanbags to represent the hero yellow color. We incorporated an acrylic panel into the booth design to allow full two-way visibility. We built giant replications of the hair styling products visible throughout the installation. To ensure brand prominence, we decorated the stand roof with giant stickers and neon signage spelling Get Glued Here. Visitors were given a free choice of hairstyle incorporating yellow accessories and You’ve Been Glued stickers. Cards were given with their chosen product name directing them to retailer Carrefour. We asked people to post their pictures using #mebymeuae and incentivized them with free products. Branded giveaways, including phone and hair accessories, were distributed every week. We handpicked relevant influencers and media, surprising them with customized styling kits.

List the results (30% of vote)

The footfall enabled us to target an audience of 40k attendees over an 8-week period. Attendees were encouraged to participate in a competition. By posting a photo with the hashtag #mebymeuae on their social platforms and gaining 30+ likes, they were entitled to a free product which they collected in the booth. The competition generated a reach of 21k on social platforms. The total brand exposure accumulated to 61K people seeing the campaign for the duration of 8 weeks. Another successful outcome came from influencers and selected media, who posted the customized styling kit sent to them. This generated an increase in reach to 25 million people. Online ads resulted in an additional 8 Million impressions. Henkel increased their market share by 4.6%, reaching 24.4% of total market share in the UAE in just under 6 months. The brand became the 2nd favorite product in the UAE styling market.

Credits

Name Company Role
Nadine Fakhri Space Oddity Event Management Project Lead
Manon Bernardot Space Oddity Event Management Project management
Maya Fakhri Space Oddity Event Management artworking & design
Tala Rawas Space Oddity Event Management Conceptualization & Design