Title | ECO CONSCIOUS RAINFOREST HAIR CARE PRODUCT LAUNCH |
Brand | THE BODY SHOP (HONG KONG & MACAU) |
Product / Service | ECO HAIR CARE |
Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | JCDECAUX PEARL & DEAN Hong Kong, CHINA |
Entrant Company: | JCDECAUX PEARL & DEAN Hong Kong, CHINA |
Sales Promotion/Advertising Agency: | MINDSHARE Hong Kong, HONG KONG |
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 |
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.
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.
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.
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.