Danshar Company DM 100 EGOS CAMPAIGN by DraftFCB Tel Aviv

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Industry Hair Care
Media Direct marketing
Market Israel
Agency DraftFCB Tel Aviv
Art Director Liat Tsur
Copywriter Kobi Barki, Ori Ganot
Producer Eti Naaman
Photographer Yariv Fine, Guy Kushi
Account Supervisor Yael Nizan
Strategic Planner Roni Samsonov
Released November 2010

Credits & Description

Category: Product Launches
Advertiser: DANSHAR
Product/Service: HAIRCARE
Date of First Appearance: Nov 21 2010
Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Account Director: Mira Finkelstein (Draftfcb+Shimoni Finkelstein Barki)
Creative Director: Ori Ganot (Draftfcb+Shimoni Finkelstein Barki)
Copywriter: Kobi Barki/Ori Ganot (Draftfcb+Shimoni Finkelstein Barki)
Art Director: Liat Tsur (Draftfcb+Shimoni Finkelstein Barki)
Account Supervisor: Yael Nizan (Draftfcb+Shimoni Finkelstein Barki)
Account Manager: Karin Gafter (Draftfcb+Shimoni Finkelstein Barki)
Strategic Planner: Roni Samsonov (Draftfcb+Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb+Shimoni Finkelstein Barki)
Photographer: Guy Kushi
Photographer: Yariv Fine
Media placement: Billboard Campaign - Near hair salons - 21 November 2010

Describe the brief/objective of the direct campaign.
When Wella asked us to launch their new range of professional hair care products “Wella SP”,
sold exclusively at hair salons, we decided to use women’s very own hairdressers to speak to them directly.

The Strategy:
Turn the country’s top 100 hair designers into Wella spokespeople.

The idea:
Make hairdressers an offer their egos could not refuse:
A personalized billboard outside their shop.
100 egos. 100 hairdressers. 100 customized billboards

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited hairdressers to a VIP event
where we surprised them with an offer that put their egos to the test:
“How would you like to get your own billboard, with your picture on it, right outside your shop?”.
The catch: It was a one-time-offer only. Valid only here and now.

98% said yes!
And so a few weeks later,
hairdressers found their faces staring down at them
from their very own billboard we’d placed right near their hair salon.
On the billboards, hairdressers spoke directly to their customers with the message:
“No one knows your hair better than me”. A promotional number to text was also included on the billboards.

Explain why the creative execution was relevant to the product or service.
For many women, hair is a real issue.
The only person they trust with their hair: Their hairdresser.
So any recommendation originating from their very own hairdresser
(not to mention the country’s 100 top hairdressers),
carries a lot more weight than a regular commercial would.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- Wella SP captured a 15% Market Share and achieved close to 100% penetration at leading hair salons.

- For the price of 100 customized billboards, Wella achieved an ROI that exceeded all expectations

- Our unique strategy created a message that resonated with consumers both locally and nationally

- Hairdressers’ endorsement of Wella created a nationwide statement that was hard to ignore.

- Wella developed an asset it will be able to use for a long time to come - 100 dedicated brand ambassadors.