LOVE JOURNEY by Starcom Shanghai for Rejoice

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LOVE JOURNEY

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Industry Hair Care
Media Promo & PR, Case study
Market China
Agency Starcom Shanghai
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE CHINA
Product/Service: REJOICE HAIR PRODUCTS
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: STARCOM , Guangzhou, CHINA
Entry URL: http://520.qq.com/
Managing Director: Mabel Leung (Starcom Guangzhou)
Strategy Director: Lisa Richert (Starcom Hong Kong)
Business Director: Melinda Cheng (Starcom Guangzhou)
Planning Manager: Vanessa Deng (Starcom Guangzhou)
Senior Planner: Zita Liao (Starcom Guangzhou)
Buying Supervisor: Dennis Huang (Starcom Guangzhou)
Media placement: TV Campaign - Zhejiang Satellite TV And Other TV Channels In China - 15 Jun 2009
Media placement: Magazine Campaign - 15 Spots - Rayli-FSMR,Rayli-YRFS,Rayli-SSXF,Women's Day,ELLE - 15 Jun 2009
Media placement: Digital Campaign - Www.qq.com,cm.msn.com,www.youku.com,www.baidu.com - 1 Jul 2009
Media placement: OOH Campaign - Cinema,bus Shelter,in Building LCD - 6 Jul 2009
Media placement: Newspaper Campaign - 11 Spots - Guangzhou Daily,Dushi Kuaibao,Jin Wanbao,Xiaoxiang Chenbao,Xinmin Evening, Etc. - 23 Jul 2009

Results and Effectiveness
Wedded bliss created an event worth watching… One million+ unique visitors and five million page views to a specially-created Rejoice mini-site. One million+ attendance to the Wedding road show – culminating in a “wedding party” of 200 lucky Rejoice brides and grooms. 120 million viewers for Rejoice Love Journey–becoming the second highest-rated Chinese TV programme at that time. Making the biggest PR event in P&G China's history, with paid/free coverage generating a 300+ ROI index. A brand to fall in love with. A wedding loved by all – with record Rejoice July-September volume and awareness surpassing category norms by +7-12 points.

Creative Execution
Rejoice’s Love Journey began with an attention-grabbing story: Luo Zhi Xiang, Rejoice’s spokesperson, and a well-known Chinese celebrity were 'going to get married'. Magazines and Online forums touted the'nuptial news'. Out-of-home and online videos told of how they caught each other’s eye – with the bride-to-be’s beautiful Rejoice hair – in the 'Making of the Wedding'. We invited all China to join the celebration with the biggest wedding event seen. TV and magazine ads encouraged women to nominate themselves for a chance to say/renew their wedding vows at Rejoice's Grand Wedding event in Shanghai. 100 finalist couples would be chosen to get married, with Luo in attendance - televised in an industry-first. Women vied for a fast pass to the Wedding during a 10 city road show, attracting 1MM+consumers. In another 'China first' women registered online for chances to participate. Final voting took place online as well, choosing the top couples.

Insights, Strategy & the Idea
Procter & Gamble China’s Rejoice hair care brand is all about smooth, beautiful hair. However, many brands were starting to say the same thing. Rejoice needed to find a way to own a sense of superiority in consumers’ eyes, when the product had nothing new to say it for them. The trick would be getting Rejoice's consumer to care. Her hair care routine is simple, something she does not worry about or prioritise. She is practical; she finds her happiness in everyday victories. We needed to create that happiness – a unique experience that touched her mind and heart. We focused on the biggest day of a woman's life, when perfect hair is a must – her wedding. Not just any wedding, a mass wedding! Rejoice's wedding event would be a real-life love story, providing the ultimate superior hair demonstration. If Rejoice excelled here, think of what it could do everyday.