Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: BRAUN HAIRSTYLING PRODUCTS
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
Communications Planner: Aylin Cilli (Starcom)
Supervisor: Berna Kara (Starcom)
Director Marketing Manager: Ugur Yordem (Procter & Gamble)
Communications Manager: Özge Tanju (Procter & Gamble)
Assistant Brand Manager: Aysegul Eruzun (Procter & Gamble)
PR Manager: Zeynep Ercan (Procter & Gamble)
Assistant Brand Manager: Tamer Batan (Procter & Gamble)
Brand Manager: Osman Albora (Procter & Gamble)
Media placement: TV - ATV,KAND, SHOW,STAR , Etc - 1 NOV 2009
Media placement: MAGAZINE - ELLE,ELELE,COSMOPOLITAN,INSTYLE,WOMEN'S HEALTH, Etc - 1 DEC 2009
Media placement: DIGITAL - MSN WOMEN PORTAL, DAILYMOTION, MAHMURE,ITSBEAUTY,MODATURKIYE,COSMOTURK, etc - 12 NOV 2009
Media placement: OOH - ELEVATOR BRANDING - SPRING GIZ, IS KULE, GARANTI KOZA etc - 15 NOV 2009
Media placement: OOH - FITNESS CENTER - COLESIUM, TED, SPORTS INTERNATIONAL, NJOY - 20 NOV 2009
Media placement: OOH - WC BOARD - GLORIA JEANS CAFES, TGI FRIDAYS - 20 NOV 2009
Media placement: OOH - MAGIC MIRROR - MIDPOINT, MIRROR,SAHAN,HARVARD - 28 NOV 2009
Results and Effectiveness
Braun’s share of the hairstyling appliance market, by value, increased by 5.9 percentage points during our campaign and brand awareness and attribution scores leapt by more than 50 percent in two months – despite the Satin Hair brush being a completely new product on the market.
We hit the places where our target audience of women aged 20-35 really might wish they were able to give their hair a boost: at metro stations, nightclubs and restaurants. Our guerrilla team demonstrated and talked about the product.
More formal trials and product information stands were set up at malls, universities and sports centres.
We launched the Satin Hair brush on TV in collaboration with Naomi Campbell’s hairstylist, Sasha, in an advertorial inserted into Turkey’s most popular magazine programme. And we went further on TV with product placements in local series where the leading actresses are seen as style trendsetters.
We took those clips from the shows, showing the Satin Hair brush in action, and made them available to share on Facebook and video sites, bringing a digital dimension to our campaign, too.
Insights, Strategy & the Idea
There’s making oneself looking beautiful.
And then there’s staying beautiful no matter what the day throws at you.
That’s a big challenge for young professionals.
We had been charged with promoting Braun’s IONTEC range of hairstyling appliances, and there was one product in particular that seemed perfect for the challenge. We decided to put the whole weight of the campaign behind the Satin Hair brush, the only appliance of its kind on the market, and push our message that IONTEC brings “instant shine at the push of a button”.
Whether she was headed into a work meeting, or getting ready for a date, we wanted to demonstrate – again and again – how the Satin Hair brush could help our female professional keep her hair beautiful through the day.
We would use many tactics in multiple media so that she would see the Satin Hair brush in action – again and again.
The Promo / PR Ad titled INSTANT SHINE was done by Starcom Istanbul advertising agency for product: Braun Hair Removal (brand: Braun) in Turkey. It was released in the Oct 2009.