RAMP READY HAIR

TitleRAMP READY HAIR
ClientHINDUSTAN UNILEVER
Product / ServiceTRESEMME HAIR CARE
CategoryB03. Interactive Film
EntrantPHD Mumbai, INDIA
Advertising Agency 22 FEET Mumbai, INDIA
Entrant Company PHD Mumbai, INDIA
Media Agency PHD Mumbai, INDIA
Production Company 7 FILMS Mumbai, INDIA

Brief Explanation

Situation Analysis Tresemme had just launched in INDIA and had to reach out to its urban consumer in an already cluttered hair care market. The brand wanted to drive aspiration, own the backstage experience and differentiate on salon quality hair. Key consumer insight The Indian style seeker’s hair is an expression of who she is. She is highly involved with hair care and there’s a great willingness to invest in products and processes. She knows the salon, which is more expensive but has better quality products and services, is the place to go for the expert touch and would love to be able to bring that home. The media solution In the context of beauty and hair care the target audience is increasingly looking at latest trends and increasingly understanding and living the space is something she is constantly seeking. Since she is an urban consumer the medium she seeks for information is the internet, she spends more than 2.5 hours a week online. YouTube is one of her favourite places to consume content, as styles can’t be read they have to be watched. Also a recent Google India's 'Women & Web' study reveals over 50 per cent women who access the internet in India have said that internet research influenced their decision before finalizing a product, In terms of the most researched category and influence on final purchase decisions, internet influence for Hair care was 65%. The scale of execution The brand launched http://www.youtube.com/TresemmeIndia, where the magic happened. It was an interactive YouTube custom gadget channel that allowed a user to interact with the content she watched, skip to her favourite parts, see herself within the content via a webcam picture and save her special styles for later. Users could create their own show; select their hair styles to get ‘Do It Yourself’ solutions with the help of Tresemme salon style hair products. Ramp Ready hair video + 9 DIY videos were promoted through TrueView ad units With Ramp ready hair TRESemmé India leveraged YouTube to drive the Professional Salon credentials by - 1) Giving Virtual access to the Backstage of the Mercedes Benz Fashion Week 2) Getting to customise their own Hair Fashion Show 3) Getting to know Hair Styles via DIY styles 4) Saving and sharing all of it in an online Style Album How did the innovation deliver the goal? • Within 60 days of the campaign launch close to 3mn views registered • Estimate minutes watched 1.6million minutes • Reached 7million unique users Millward Brown – Evaluation study: • Overall Impact : Positive Impact across brand KPIs – saliency, awareness, brand favourability, purchase intent • Core Attributes : Channel has impacted core as well as other key brand attributes • Consumer research conducted by UL inferred that the content property helped favourably move mind measures of awareness and message association on “Salon Quality Hair” increased by 3X _________________________________________________________________________ Please Note: The number of Approx. airings is represented by the number of visits on the interactive film Our Channel: www.youtube.com/tresemmeindia

Credits

Name Position
Brij Jacob Executive Creative Director
Vanessa Rebello Creative Director
Swapna Nair Copywriter
Azad Producer
Sanjay Director
Sonali Pendunkar Editor
Avitel Post Production
Neil Mukharji Music
Sophy/Sejal Shah Cinematographer
Avitel Editing Company