Category: Best Use of Shopper Marketing in a Promotional Campaign
Product/Service: MALE GROOMING KITS
Agency: OGILVY ACTION
Associate Account Director: Vincent Chang (OgilvyAction Taiwan)
Account Executive: Joanne Mei (OgilvyAction Taiwan)
Group Account Director: Julia Ou (OgilvyAction Taiwan)
Creative Director: Chyi Lin (OgilvyAction Taiwan)
Assistant Art Director: James Lei (OgilvyAction Taiwan)
Regional Executive Creative Director (Asia Pacific): Daniel Comar (OgilvyAction)
Designer: Alex Noble (OgilvyAction)
Designer: Kenny Foo (OgilvyAction)
Managing Director: Wendy Yen (OgilvyAction Taiwan)
Designer: Fong Wei Kit (OgilvyAction)
Executive Creative Director: Nuno Lemos (OgilvyAction)
Deputy Regional ECD: Juggi Ramakrishnan (OgilvyAction)
Media placement: Ambient - Private Owned Salon - 19 Dec 2011
Describe the objective of the promotion.
-Over 73% of Taiwanese men think that grooming is just about cleanness*, preferring a clean-shaven look over any type of beard and stubble. In order to increase penetration of Philips Grooming Kits, we have to initiate more men into the art of facial hair.
-The promotion had to reach young males in a conducive environment for them to open up to the idea of facial hair and encourage trials. Also, given the limited budget of a low priority product line, it had to be done in a cost-effective way.
*Research data source from: Male Shaver Market Understanding, TNS Taiwan, 2010
Describe how the promotion developed from concept to implementation.
-We targeted men at popular hair salons, catching them by surprise.
-The salon capes were replaced with custom designed ones, featuring an arm holding a trimmer.
-The men magazines were bookmarked to point out famous whiskers.
-And the beverage was brought in transparent mugs featuring a dozen of different facial hair styles for customers to play with in front of the mirror.
-Trained stylists provided encouragement and even product demos throughout the visit.
-As a parting incentive, the coaster featured a 50% off discount to be redeemed at the nearest home appliances store, often within the same location (in malls).
Explain why the method of promotion was most relevant to the product or service.
-Due to budget constrains, we ruled out expensive visualisation solutions like Augmented Reality technology, and opted for a more intimate approach.
-By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand, when men were most receptive to suggestions about their looks and open to trying something new.
-The idea of low-tech ‘Augmented Reality’ mugs delivered a powerful product demonstration, reinforced by the hair stylist’s endorsement and the special discount.
Describe the success of the promotion with both client and consumer including some quantifiable results.
-The campaign clearly leveraged the most efficient opportunity for education and trial.
-Based on the questionnaires and post-interviews, 95% of clean shaven participants enjoyed the experience and changed their mind about growing a beard.
-All previous Philips Grooming Kits promotions were outperformed. It delivered a record-breaking 25% of coupon redemption, an overall sales increase of 46%* and the cost per contact was reduced from US$64 to US$2**.
* Sales data period: 45 days. (19th. Dec. 2011 ~ 31st. Jan. 2012)
** The cost per contact of previous campaign executed at department stores on average was US$64.
The Outdoor Advert titled Philips Male Grooming | AUGMENTED REALITY MUGS was done by Ogilvy Action advertising agency for product: Philips (brand: Philips) in Taiwan. It was released in the May 2012.