The Brief

Rejoice wanted to create more awareness of its “salon-quality” hair promise to women and cities outside the capital.

Creative Execution

The salon experience is highly sought by the market. By going through the salon treatment with Rejoice shampoo, consumers came off raving about the change in the quality of their hair. Non-users became believers and loyalists reaffirmed their choice. No other shampoo brand had done so much to pamper these women.

Describe the creative solution to the brief/objective.

Women love going to the salon. Unfortunately, to thousands of women in the Philippines, this is an exclusive experience. Too expensive. Too far. Too intimidating. If women couldn’t go to the salon, Rejoice took the salon to them. Via unique roving salon buses that traveled the lengths of the Philippines. This was aimed at strengthening Rejoice’s bond with low-income women so that Rejoice becomes their brand of choice for “salon-quality” hair.

Results

A Rejoice SalOn-The-Go bus serviced an average of 425 women daily. This was duplicated in several areas all over the Philippines. Sales increased by 57% and store shipments by 66%. More importantly, we made women feel better about themselves.