EXPERIENCE THE NATURAL by OMD Santiago, PHD Santiago for Tresemme

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EXPERIENCE THE NATURAL

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Industry Hair Care
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Director Blanca Santelices
Agency PHD Santiago
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: TRESEMME
Product/Service: HAIR CARE PRODUCTS
Date of First Appearance: Jan 27 2011
Entrant Company: OMD CHILE, Santiago, CHILE
Director: Blanca Santelices (PHD)
Superviser: Christopher Dumenes (PHD)
Planner: Natalia Muñoz (PHD)
Media placement: OOH- 200 Urban Mobiliarie - JcDecaux-CBS - 27.jan.2011

Insights, Strategy & the Idea
To launch the new line of TRESEMMÉ Natural hair care products, which are made with 100% natural ingredients such as orange and aloe vera, and achieve a 10% increase in total sales of the TRESEMMÉ line.
Take over those spaces well-known for their blatant lack of vegetation and greenery, where TRESEMMÉ invited them to live a 100% natural experience.

Creative Execution
We invaded the capital’s main avenues and dressed-up in green Santiago’s bus stops. We also covered up the underground’s (Metro) ceilings, walls and floors with natural landscaping, thousands of green leaves with flowers and fruits, inviting people to immerse themselves and experience things natural with TRESEMMÉ Naturals.

Results and Effectiveness
Sales objectives were exceeded by 20%

Market share increased 14%