Results and Effectiveness

Through the use strategic and creative use of mobile HTML 5 ad technology, we achieved an high engagement rate of 30.96%, and an astounding average time spent of 3 minutes and 28 seconds. These figures demonstrate how immersive the mobile ad was, and had engaged users in a fuss free manner that normal mobile applications could not.

Creative Execution

For the campaign we created and introduced Claire, a girl in her late twenties who suffered from Hairfall. Dove Hairfall Rescue mobile ad allowed people to interact and find out more about Claire’s story - at their own pace, in their own space. Banner ads would appear within different apps, leading to Claire’s story within a HTML 5 ad unit. This provides for an immediate and seamless transition, versus the additional hassle of having to download an application which greatly disrupts the experience. Users could interact with the ad and watch Claire comb her hair, much to her frustration, as she suffered from significant hair fall. A bottle of Dove’s Intensive Hair Tonic is then introduced in the ad unit, whereby users could actually perform the motion of applying the solution which clearly demonstrated the ease of use. Claire’s story ran on InMobi advertising network, which today reaches over 40 billion impressions a month globally.

Insights, Strategy and the Idea

Dove Hair wanted to release a new range, targeted at women suffering from hair fall which is rarely spoken because of its sensitive nature. Due to topic sensitivity, campaign aimed to communicate the product launch on a personal and accessible level thus we found the perfect medium in mobile. Taking in consideration 150% mobile penetration in Singapore with 5.8 million subscriptions, and the insight that mobile phones are an important form of staying connected for our targets – we found the perfect personal medium that gave us not only the opportunity to drive awareness but also push engagement/participation in a creative manner.