Arno Print HAIR DRYER PROJECT by Publicis Sao Paulo

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HAIR DRYER PROJECT

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Industry Hygiene & Personal Care Products
Media Print, Magazine & Newspaper
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues
Art Director Leo Macias, Mateus Vilela, Zico Farina
Copywriter Felipe Dornelas
Producer Rita Carolina Vilarim, Thiago Loureiro, Emerson Russo
Illustrator Julius Ohta
Released March 2012

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: GROUPE SEB
Product/Service: ARNO/HAIR DRYER
Agency: PUBLICIS BRASIL
Chief Operating Officer/Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Leo Macias (Publicis Brasil)
Art Director: Leo Macias (Publicis Brasil)
Art Director: Mateus Vilela (Publicis Brasil)
Copywriter: Felipe Dornelas (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Illustrator: Julius Ohta (Estúdio Fuzion)
Producer: Rita Vilarim (Publicis Brasil)
Producer: Thiago Loureiro (Publicis Brasil)
Producer: Emerson Russo (Publicis Brasil)
Planner: Thiago Delfino (Publicis Brasil)
Account Manager: Tania Rodrigues (Publicis Brasil)
Post Production: Arizona (Arizona)
Media placement: Press - BEAUTY SALLONS - 24 March

Describe the objective of the promotion.
Arno hair-dryers are not used in beauty salons, and are not perceived as 'professionals', as products with great performance. We wanted to show women the opposite: Arno hair-dryers leave your hair fabulous!

Describe how the promotion developed from concept to implementation.
We knew we had to find a way to put Arno into the beauty salon territory and to convey great performance at the same time.

Explain why the method of promotion was most relevant to the product or service.
What we did: we used a media that is a must in every salon - women's magazines. Women read magazines while they're in the salon and there they look for references: of hair colours, hair style and products!

Describe the success of the promotion with both client and consumer including some quantifiable results.
A large batch of celebrity and fashion magazines was bought and taken to a studio. Every picture of beautiful hair received a stamp of an Arno hair-dryer.
The magazines were distributed in the salons of Sao Paulo. When the consumers were reading the magazines, they saw every beautiful hair had a Arno hair dryer on it. The public was impacted directly. All this has generated a lot of conversation for Arno, the initiative was publicised and commented on in social networks, generating thousands of dollars in spontaneous media. The sales of Arno hair-dryers grew 15% in a month in Sao Paulo.