| Title | HAIR QUARTET |
| Brand | UNILEVER |
| Product / Service | CREAMSILK |
| Category | A04. Ambient/Alternative Media |
| Entrant | JWT SINGAPORE, SINGAPORE |
| Entrant Company | JWT SINGAPORE, SINGAPORE |
| Advertising Agency | JWT SINGAPORE, SINGAPORE |
| Advertising Agency 2 | JWT MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Nikka Velilla | Jwt | Account Executive |
| Mylene Rayala | Jwt | Group Account Director |
| Missy Tolentino | Jwt | Account Manager |
| Teng Run Run | Jwt | Creative Director |
| Gayle Lim | Jwt | Creative Director |
| Tay Guan Hin | Jwt | Regional Executive Creative Director |
Women have grown jaded about promises of hair products, especially those with damage repair promises. Product demos on hair strength seen on TV are all the same and have remained the same over the years – a woman tugging a lock of her hair. As a result, traditional ads depicting ‘strong hair’ have lost their power to convince. How could we then find a way of demonstrating strong hair that not only was different, yet entertaining enough to reach out to the jaded, Filipino woman? In a musically-inclined country like the Philippines, the strategy seemed obvious: through music.
Creamsilk, an established household brand since the 80s, needed a fresh approach to reach out to the jaded Filipino woman. In turning the demonstration of strong hair into a live performance that could be experienced and enjoyed, it went beyond the cold, tug-and-pull visual. Instead, it reached out to the Filipino woman in a more human, emotive form of beautiful music created with strong hair. Traditional haircare advertising meant strong hair could be seen. But now, a live performance meant it could also be heard.
We staged a concert with Asia’s first Human Hair Quartet – playing with bows replaced with human hair (conditioned and strengthened with Creamsilk), instead of traditional horse hair, which was known to be stronger.
The idea struck a chord worldwide. Within a week of the launch, Creamsilk Facebook got 12,000 fans, with engagement peaking at 180%. The concert itself drew 60 million impressions on social media to date. Social media networks, news networks and video blogs picked up the online content, delivering $20m+ in unearned media coverage. Post-campaign trial rate increased by 17%, and firmly entrenching Creamsilk’s market position as #1 conditioner in the Philippines. 25.7% of female users who signed up for sampling trials were first-time users of Creamsilk; convinced by the live demonstration of strong hair. More importantly, the benefits of strong hair not only could be seen, but could now be heard.