ECO CONSCIOUS RAINFOREST HAIR CARE PRODUCT LAUNCH

TitleECO CONSCIOUS RAINFOREST HAIR CARE PRODUCT LAUNCH
ClientTHE BODY SHOP (HONG KONG & MACAU)
Product / ServiceECO HAIR CARE
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantJCDECAUX PEARL & DEAN Hong Kong, CHINA
Entrant Company:JCDECAUX PEARL & DEAN Hong Kong, CHINA
Sales Promotion/Advertising Agency:MINDSHARE Hong Kong, HONG KONG

The Brief

The objective of the promotion is to introduce the new Eco Conscious Rainforest Hair Care product into the market with great noise and impact. Specifically, we wanted to make our new product stand out from the rest of the hair care products that already existed.

Describe how the promotion developed from concept to implementation

Knowing that many existing hair care products contain chemicals that are harmful to our environment, our concept went out to contrast the benefits of our new product to the environment against the pollution brought by the other products. To emphasise the environmentally-friendly nature, Mermaid was used as the protagonist in the ad. The re-birth of the Mermaid after using our new product was staged to engage the consumers, visualising to them the power of our new product and finally triggering trial and sales.

Describe the success of the promotion with both client and consumer including some quantifiable results

All samples & coupons at the MTR Innovative Panel were gone within 1 hour every day during the first week of the campaign. The total hair sales were up by 80%, comparing to last year's. The promotion also achieved record high PR value as compared to past launched campaigns. From the product end users, we received positive feedback including “feel safe”, “feel relaxed”, “hair is glossy” and “smell is good” etc.

Explain why the method of promotion was most relevant to the product or service

To manifest in our promotion the contrast between our new product and other hair care products, we utilised HK MTR's in-train stickers , allowing visual in pairs and close proximity to viewers. The re-birth of the Mermaid was staged at the high traffic HK MTR stations that are nearest to our stores with outstanding impact to attract the most attention. To trigger trial and sales, we distributed coupons and samples. But instead of hiring promoters, we pioneered to deploy the HK MTR Innovative Panel. It has dispensing function, allowing our target audience to get our offers at their fingertips.

Credits

Name Company Position
Ms. Fiona Fok The Body Shop (Hong Kong & Macau) Head of Brand and Value
Mr. Marc Fong MindShare Hong Kong Limited Partner, Client Partnership
Ms. Samantha Chung MindShare Hong Kong Limited Supervisor, Invention
Ms. Remy Ng GroupM Activation Business Director
Ms. Flora Tong GroupM Activation Senior Associate
Ms. Rainbow Leung GroupM Activation Event Coordinator
Ms. Amy Chan JCDecaux Pearl & Dean Limited Managing Director, JCDecaux Transport