The Brief

India’s largest & oldest shampoo, Clinic Plus, had a trade promotion tie up with Disney. With every shampoo bottle bought, the consumer could get free hair accessories of three Disney Princesses for her daughter. The media brief was to activate this consumer promotion.

Describe how the promotion developed from concept to implementation

While Disney princesses live in a fairy tale, every girl is like a living princess for her mother. This belief led to a Hunt for the Fourth Princess. The consumer promotion ran for three months with TV advertising support. In the fourth month, Rapunzel, Jasmine and The Little Mermaid got together in a new TV film to hunt for the fourth princess. In different ways, they invited girls to script their own ‘if I was a princess’ story. These personal fairy tales were then published on TV, comic books and radio.

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

Consumer promotion turned into an ad campaign. 81,000 stories received 100,000 watched the TV film, 120,000 kids read printed stories, and 560,000 heard stories on radio 9% jump in sales over previous year Clinic Plus is differentiated on ‘makes hair longer’ benefit. Ormax research showed that 55% audience got the message of ‘makes hair long’ instead of just a consumer promotion Milward Brown tracking of ‘Helps you grow your hair longer’ went up by 15% Modernization scores – a key parameter for age old Clinic Plus– went up by 24%

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

Just a TV spot would had not inspired an action from the girl kids. The kids needed to visualize and feel inspired to write their own stories. They needed to be transported to an environment where they could live, feel and see a princess world. So girls dressed like princesses went to 260 girls’ schools spanning 13 cities to tell their stories and inspire girls to write their own stories. Cinderella (look alike) visited malls in 3 cities to call for entries as well. Disney website engaged visitors with the three princesses and their lifestyles. On radio RJs narrated plenty princess stories. Newspaper along with ads carried weekly edits of the princess world and their stories.