Garnier Color Naturals: "GARNIER COLOUR NATURALS" Ambient Advert by Zenithoptimedia

Advertising Agency: ZENITHOPTIMEDIA , Moscow, Moscow, RUSSIA, RUSSIA
Advertising Agency: PUBLICIS UNITED , Moscow, Moscow, RUSSIA, RUSSIA
Date Of 1st Implementation: 20/08/2007
Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA
Name Company Position
Sacha Djokic L`Oreal General Director Of Mass Market Products
Marina Dmitrieva L`Oreal Marketing Director
Guzel Ichmatova L`Oreal Group Product Manager
Victoria Prostyakova ZenithOptimedia Creative Media Director
Julia Davydova ZenithOptimedia Media Group Head
Svetlana Podchernyaeva Ways Media Sponsorship & PR Director
Brian Dickinson Presentation Productions Director
Type of Media Date of 1st Implementation Media Placement
TV sponsorship 20/08/2007 Rossia TV channel
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
There are 52 million women living in Russia, every second dyes her hair. The competition is very strong. Colour Naturals - the main pillar in Garnier portfolio - has been the biggest investor in the category since 2004. However, it’s 2nd by market share and 3rd by brand awareness.
Colour Naturals has strong positions in TV and press, however, return-on-investment analysis shows that TV is in the diminishing return field. Further investment there becomes less and less effective.
Touchpoint research shows that advice is a very important contact in influencing purchase decision and increasing market share. All sources of advice are important, especially friends, stylists, salesperson, celebrity, It’s interesting to note that celebrities’ advice is more important in Russia compared to other countries. Furthermore, local celebrity advice is even stronger.
We decided to use TV sponsorship as a means to capitalize the power of Celebrity advice.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
We developed the idea of Garnier Colour Naturals being an Official colourist of the Dancing on Ice show, BBC dance competition with celebrities’ participation. It was a figure skating competition featuring a galaxy of stars. Celebrity presenters, jury and 10 dancing couples each, a professional dancer paired with a celebrity.
An official colourist title was the key. Colour Natural was an equal partner of the show. The sponsorship package included a studio decoration, branded jury, Garnier logo projection on ice, oral announcements, and sponsor spots during the program. The audience assumed that all participants were hair-dressed with Colour Naturals. We aimed building an association between the firework environment and the brand. And the show generated irresistible emotional appeal so important for the consumers, making people trust the brand.
Show how the media idea travelled across different touch points and successfully reached the target audience.
Touchpoints research is the most sophisticated and innovative tool. The tool enables a comparison of different points of contact between the category and a consumer including traditional media as well as others (word-of-mouth, advice and recommendations, promotions and in-store presence). It analyses their ability to influence purchase decision and grow market share. Although advice is usually a very important contact, it’s always difficult to deal with through media. The easiest, celebrity’s advice, is actively used by many cosmetic brands in their TV commercials.
So, celebrity used in TV commercials alone was not enough to differentiate from competitors. Sponsorship and product placement were identified as the right field for differentiation.
Touchpoints helped to identify the most potential contacts as well as measure the results and return-on-investments.
Show how the execution maximised the value of the investment and generated business results
The best show in 2007, generated huge PR, media results are 10% above planned. According to Touchpoints Colour Naturals it scored highest in Celebrity advice and Product placement contacts. Brands using celebrity in TV commercials alone haven’t achieved such strong results. Finally, increased market share & the highest growth for the category.