SPIKE HOLD CALENDAR

TitleSPIKE HOLD CALENDAR
BrandVENUS DRUGS & COSMETICS
Product / ServiceHIPHOP HAIR STYLING GEL
CategoryA03. Best Product Launch/Re-launch/Shopper Marketing
EntrantBEEHIVE COMMUNICATIONS Mumbai, INDIA
Entrant Company:BEEHIVE COMMUNICATIONS Mumbai, INDIA
Sales Promotion/Advertising Agency:BEEHIVE COMMUNICATIONS Mumbai, INDIA

Credits

Name Company Position
Shyamashree D'mello Beehive Communications Pvt. Ltd Creative Director/Copywriter
Amit Malik Beehive Communications Pvt. Ltd Art Director
Amit Mithkar Beehive Communications Pvt. Ltd Illustrator
Unmesh Vichare Beehive Communications Pvt. Ltd Vice President - Client Sevices
Samraat Manchekar Beehive Communications Pvt. Ltd Account Manager
Suresh Madge Beehive Communications Pvt. Ltd Print Production Manager
Suresh Rane Sneha Prints Print Production
Neelesh Kamat Zenograph Production

The Brief

• Announce the launch of the Spike Hold Hair Styling Gel from Hip Hop, a consumer products company specializing in grooming products for the metrosexual male. • Visualize and execute an interactive product showcase to create product advocates and engage the end consumers • Focus at the young and the adventurous audience looking at experimenting with a new extreme look for the upcoming party season • Devise a memorable communication keeping in mind the “Spike Hold” concept of the hair gel product and promote the product with an aggressive visual message in line with this concept

Describe how the promotion developed from concept to implementation

An end of the year launch fuelled the idea for a ‘Hair-raising’ calendar concept, for higher acceptance levels among end consumers. With hair stylists being trendsetters,communication was targeted through them, at prominent men's salons and parlours.6 tear off sheets, each featuring 2 months and unique hair-raising situations against every month were displayed. These situations were depicted using hilarious illustrations that the audience could relate to. The calendar mechanism is a vertically movable slider with a product image,which when adjusted against the desired month immediately spikes the hairdo of the illustration, which further establishes the 'Spike Hold' concept of the product.

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

The dearth of such an innovative concept calendar in this segment ensured it was used perpetually by every salon and parlour targeted.Around 25% of elite men’s salons in the city were targeted.The intrigue created by the innovation resulted in a large number of hair stylists either using or recommending the gel to several of its extreme audiences.The unique presentation of the concept created heightened interest levels amongst consumers for an extreme/adventurous look.The out-of-the-box idea put forth the value proposition of the product to its end users in an exciting way-which saw 652 units being sold in the duration of the one month promotion.

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

The strength of the creative lay in its innovative and engaging execution which fit in perfectly with the personality of target audience - young and adventurous males who are constantly on the lookout for adventure and newness. The concept of a calendar also highlighted the various ways in which men could style their hair and change their look every month of the year. The creative execution and idea fits in with the personality of the brand - quirky, new and stylish.