HOTSPOTS by Starcom London for Herbal Essences

HOTSPOTS

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Industry Hair Care
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Released February 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: PROCTER & GAMBLE
Product/Service: HERBAL ESSENCES HAIR CARE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/#!/geochallenge?v=app_151660149192
Director of Digital: Dave Hompe (Starcom MediaVest Group)
Account Manager: Claire Stuart (Starcom MediaVest Group)
Media placement: Digital Gaming Integration - Facebook - 1 March 2009

Results and Effectiveness
The Herbal Essences Geo-Challenge game was played over 9 million times in the UK. The average player spent over an hour per game session. Additionally, click-through rates from game to site of 25 x industry average were achieved. All of this resulted in unprecedented shifts (over 10 x the P&G norms) in metrics for unaided brand awareness, purchase intent and key equity message association, generating the best UK results ever for Procter & Gamble. The business did well also – with HE claiming the number one haircare brand spot during the period just following the campaign.

Creative Execution
Our partnership with the No 1 game developer working on Facebook created a media first: a complete revamp for the Geo-Challenge game, in which users get to test their geographical knowledge and indulge in fantasies of a great escape. Through our partnership, we created customised Herbal Essences challenges within the game, a branded scoreboard, a herbal vine theme on every screen, animated characters in Herbal Essences colours and bespoke advertising for our products between each gameplay. Players were enveloped in the rich images, colours and flavours of our new product range. Never before has a product been so tightly woven into the fabric of a Facebook game, especially as users’ friends would be notified when they had beaten their friends’ scores delivering amplification of our message.

Insights, Strategy & the Idea
It’s all about escapism. Procter & Gamble’s Herbal Essences has always been about celebrating those 15 minutes of sensorial pleasure that women enjoy in the shower, when they shut out the hectic world and dream. The brand was being revamped, with new bottles and scents, and we didn’t want to do anything that would disrupt women’s blissful showering rituals. In fact, we saw an opportunity gently to familiarise women with our new look and at the same to strengthen Herbal Essence’s association with escapism, using the social medium that was at the heart of our target customer’s world: Facebook.