Koleston Promo, Case study HAIR FASHION SHOW III by Leo Burnett Tailor Made Sao Paulo

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Industry Hair Care
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg, Claudio Xavier
Art Director Mateus Matsumoto, Vanessa Cristofani
Copywriter Martim Baffi
Released July 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PROCTER & GAMBLE
Product/Service: KOLESTON
Date of First Appearance: Jul 18 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL: http://www.hairfashionshow.com.br
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Mateus Matsumoto (Leo Burnett)
Copywriter: Martim Baffi (Leo Burnett)
Account Director: Isabel Coletta (Leo Burnett)
Media Director: Ana Cláudia Rosati (Leo Burnett)
Media Manager: Adriana Lira (Leo Burnett)
Media Supervisor: Joao Paulo Ferraioli (Leo Burnett)
Media Assistant: Sidney Rocha (Leo Burnett)
Planning Director: Amanda Felicio (Leo Burnett)
Marketing Manager: Carmem Dantas (TV Globo)
Product Assistant: Rodrigo Viola (TV Globo)
Account Executive: Jair Alves Rodrigues (TV Globo)
Commercial Director: Carlos Henrique (TV Globo)
President: Eli Hadid (Mega Models)
Creative Director: Claudio Xavier (New Style)
Art Director: Vanessa Cristofani (New Style)
Account Director: Alice (New Style)
Account Director: Claudia Lopes (New Style)
Events Manager: Claudio Olimpio (New Style)
Production: Bianca (New Style)
Media placement: TV - TV Globo - 18/07 To 04/09/2010
Media placement: Magazine - Tititi - 16 And 30/07 And 13/8
Media placement: Magazine - Ana Maria - 16 And 30/07 And 13/8
Media placement: Magazine - Contigo - 15/7,29/07 And 13/8
Media placement: Magazine - Minha Novela - 16 And 30/07 And 13/8
Media placement: Magazine - Caras - 16 And 30/07 And 13/8
Media placement: Magazine - Quem Acontece - 16 And 30/07 And 13/8
Media placement: Magazine - Isto É Gente - 26/07 And 16/08

Insights, Strategy & the Idea
Koleston was market leader in hair colouring in Brazil in 2008 when it held, in partnership with Brazil's largest TV station Rede Globo the first edition of Hair Fashion Show seeking to increase brand awareness and establish the brand as a trendsetter in the category. Initially exclusive to professionals and celebrities invited, the Hair Fashion Show is currently the most important event for hair styling and fashion in the country.
In its first two editions women could follow news and reports from the event through the press. It was high time they had a greater participation and in some way could live the Hair Fashion Show experience.
In Brazil prime-time soap operas are greatly responsible for bringing the latest fashion trends to greater masses. During the Hair Fashion Show 2010 the hugely successful soap Tititi was airing portraying the dispute between two fashion designers as its main plot. This was our starting point.

Creative Execution
The first step was to mix reality and fiction, "inviting" two hair stylists (Julinho and Vicky), characters from Tititi, to attend the Hair Fashion Show, following the pre-event expectation and how it created content for the soap opera, gradually building the desirability we wanted for the brand. A promotion advertised on TV, Magazines and POS featuring the three hair stylists, stars in this year’s event – Julio Crepaldi, Alê Souza and Max Weber, took 15 women to live the experience brought to them by Koleston in the Hair Fashion Show, and also to get the visual transformation so in line with the brand’s equity. In parallel, a digital environment was created, where women had contact initially with tips and later with the official coverage of the event. It was in this same site where for the first time, thousands of people watched the show’s live broadcast, through an integrated campaign with Globo.com.

Results and Effectiveness

The participation of Julinho and Vicky at the event and the interaction of both with Koleston during the Hair Fashion Show were accompanied by more than 16 million people, viewers of Tititi.
About 2,000 people sent almost 4,000 phrases to participate in the cultural contest which took 15 women to the Hair Fashion Show, after given a visual makeover by Koleston.In addition, thousands of people watched the show’s broadcast, interacting with the brand through social networks and further expanding the dissemination of the event.
All this has contributed to Koleston’s strong results in market share and trial for this period.