Garnier Promo, Case study RAPUNZEL by Armosia

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RAPUNZEL

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market Italy
Agency Armosia
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GARNIER
Product/Service: SHAMPOO ULTRA DOLCE BAMBINI
Agency: ARMOSIA ITALIA
Date of First Appearance: Nov 20 2010
Entrant Company: ARMOSIA ITALIA, Rome, ITALY
Communication Director: Vito Bello (Armosia Italia)
Marketing Director: Giuseppe Portoricco (Armosia Italia)
COO: Francesco Romeres (Armosia Italia)
Media placement: Press - Children Magazine, Woman Magazine - 22 November 2010
Media placement: Dinamic And Classic Outdoor - Turin, Milan, Bologna And GDO Circuito (Major Retail Chains Nation Wide) - 24 November 2010
Media placement: Spot Radio - Cinema Nation Wide And Children TYV Channels - 26 November 2010
Media placement: 300.000Promotional Pack - Major Retail Chains Nation Wide - 1 December 2010

Insights, Strategy & the Idea
OBJECTIVE:
- client’s desire to use a new way to engage with its customers.
- gratify the existing customers.

TARGET: Parents of young children

INSIGHT THAT SHAPED THE IDEA:
- To reach the potential buyer, the parents, through a communication campaign direct to the actual users of the product, the children.
- The release of the new Disney movie Tangled, which narrates the adventures of the long haired princess Rapunzel.

Creative Execution

Taking advantage of the release of Disney’s movie Tangled a communication campaign was realized in co-marketing between Dysney and Garnier. The project’s strongest point was the perfect synergy between the brand Ultra Dolce Bambini, Garnier’s shampoo for the youngest, and the movie that narrates the adventures of the long haired princess Rapunzel.

In addition to the use of traditional media such print and billboards, it was realized a special edition of the Ultra Gentle Shampoo for children dedicated to Rapunzel in which were included stickers from the movie Tangled to complete the official sticker album published in conjunction with the movie’s release.

The shampoo in its themed packaging was exposed on the shelves of major retail chains in Italy throughout the period of the campaign and it was also advertised on television with a co-branded Disney-Garnier ad.

Results and Effectiveness
All 300,000 special pack Ultra Dolce Shampoo sold
Complete customer satisfaction