| Title | THE KAO RUNWAY |
| Brand | KAO SINGAPORE |
| Product / Service | KAO GROOMING PRODUCTS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | OMD Singapore, SINGAPORE |
| Entrant Company: | OMD Singapore, SINGAPORE |
| Media Agency: | OMD Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Summer Choo | OMD | Media Director |
| Olivia Ow | OMD | Media Planner |
| Brenda Teo | OMD | Buying Manager |
Achieved >3% incremental sales for participating brands with Liese achieving >17% (vs Nov 2011) Amplified on-ground online - Total video views for Vaunt VI webisode series was over 149,000 – A 34% increase from Vaunt V. - Vaunt drove >1,000 new lovers of Liese Facebook page and generated talk around styling for the festive season - 5-folds of a regular week-long blogger campaign. Source: Kao Singapore Nielsen Retail Audit 2011, Liese Facebook Page
We turned the Vaunt festival – yearly highly-anticipated youth music and fashion event – into a Kao fashion/modelling contest as the central highlight of the event, and empowered young women to be: 1) SEEN by peers at the coolest event 2) HEARD by on social media 3) VALIDATED by peers In the weeks leading up to Vaunt, young women were pegged against each other in a series of grooming challenges. It aired as a 4-part webisode series on online video portal, Clicknetwork.tv, ala Top Model style. After an intense grooming journey with Kao, the girls strut down the final runway at the event with confidence and style. The winners were validated by thousands of online votes and a panel of celebrity judges. The social realm was flooded with live updates of the event and photos of the girls showing off their best sides.
Beauty is not just about having perfect skin and hair, but also having the confidence that makes one stand out. Kao’s philosophy is to help young women 15-24 become confident and beautiful. Inexperienced in grooming, there is a lot of trial and error. Although blessed by the vibrancy of youth, there is a tinge of insecurity due to constant criticism from whom they seek for validation - their families, friends or even netizens. Kao, without the scale in media budget and excitement from novelty, had an uphill task to break through the clutter in the ever–evolving grooming market. Kao had to step up to become their role model for them to seek grooming advice from. Goals/Objectives - Drive incremental sales by 3% in Dec 20110 - Increase engagement with audience online and offline by 20% Strategy Infiltrate their social calendar, amplify their cool factor and, groom them into confident individuals.