KOLESTON PHOTO BOOTH for Koleston

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KOLESTON PHOTO BOOTH

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Industry Hair Care
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: PROCTER & GAMBLE
Product/Service: PHOTOGRAPHY
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Rodolfo Fernandes (Leo Burnett Brasil)
Copywriter: Daniel Funes (Leo Burnett Brasil)
Accounting Director: Isabel Coletta (Leo Burnett Brasil)
Accounting Supervisor: Camila Chagas (Leo Burnett Brasil)
Media Director: Ana Claudia Rosat (Leo Burnett Brasil)
Media Vice President: Alessandro Visconde (Leo Burnett Brasil)
Media Supervisor: Adriana Lira (Leo Burnett Brasil)
Accounting Vice President: Denise Milan (Leo Burnett Brasil)
Experience: Amanda Felício (Leo Burnett Brasil)
Experience: Natalie Burztyn (Leo Burnett Brasil)
Experience: Renato Frey (Leo Burnett Brasil)
Experience: Larissa Gonçalves (Leo Burnett Brasil)
Experience: Christina Johansson (Leo Burnett Brasil)
Planning Vice President: Patricia Weiss (Leo Burnett Brasil)
Planning Director: João Gabriel (Leo Burnett Brasil)
Planning Manager: Sara Silva (Leo Burnett Brasil)
Producer/Radio and Television Broadcaster: Iracema Nogueira (Leo Burnett Brasil)
Producer/Radio and Television Broadcaster: Fernanda Moura (Leo Burnett Brasil)
Producer: (Mukeca Filmes)
Media placement: Out Of Home - Parking Lot - 01 March 2010

Summary of the Campaign
To raise women’s self-esteem and help them explore their beauty is one of the main promises of the Koleston brand. With this objective we created for them something that no other brand has ever offered: The possibility to look beautiful in and ID snapshot. In front of a central document agency in the city of São Paulo, we created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.

The Goal
The objective of this campaign was to reinforce the commitment of the Koleston brand in making women beautiful and sensual under any circumstance. We managed to reach this goal when we gave women what no other brand had ever offered: A beautiful ID snapshot.

Results
Since it’s an institutional action, without the focus on increasing sales, the main result was to raise brand awareness and manage to reinforce with the consumer how much Koleston is committed in making women feel beautiful and confident. The event was featured on numerous tv stations, news, magazines, blogs and websites.

Execution
Initially we created in front of a central document agency in the city of São Paulo, the Koleston Space, a mix of beauty parlor and photographic studio. The action started in the International Women’s Day. After going through a session of beauty, women were photographed by a professional. The picture was ready immediately and could be used to get a new ID. Were there specific tools or tactics? We used marketing email to communicate the action and a TV program to announce its launch. Did the campaign run according to the original plan or was it adapted at any stage? The action not only run according to plan, but also surpassed our expectations in terms of achievement, as in terms of quantity of participants as well as in impact.

The Situation
The campaign was created for Koleston, a brand which in their speech praises the feminine beauty and highlights how much it is important as a means of raising self-esteem. The Koleston brand is known for its concern in making women explore their sensuality and beauty in any situation. Because it feels that in such a way it will raise their self-esteem. Based on this brand’s guideline, we offered women what no other brand has ever offered: the opportunity to look beautiful even in ID snapshots. Since then, the embarrassing situation of showing IDs has turned into a moment of pride.

The Strategy
We created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.