TRANSFORM AUDITION by Beacon Communications Tokyo for Vidal Sassoon

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TRANSFORM AUDITION

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Industry Hair Care
Media Promo & PR, Case study
Market Japan
Agency Beacon Communications Tokyo
Executive Creative Director Jon King
Creative Director Ryoko Watanabe
Art Director Hiroaki Makino, Mikiko Hisamichi
Designer Yusuke Seki
Account Supervisor Takako Yano
Released February 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: P&G
Product/Service: VIDAL SASSOON
Agency: BEACON COMMUNICATIONS
Executive Creative Director: Jon King (Beacon Communications)
Interactive Creative Director/Art Director: Kohei Kawasaki (Beacon Communications)
Creative Director: Ryoko Watanabe (Beacon Communications)
Integrated Producer: Tomohiko Nakano (Beacon Communications)
Digital Strategist: Choei Torii (Beacon Communications)
Copy Writer: Taketo Igarashi (Beacon Communications)
Art Director: Hiroaki Makino (Beacon Communications)
Digital Producer: Kazumi Ueda/Akiko Hoshino (Beacon Communications)
Film Producer: Izumi Okukawa (Beacon Communications)
Digital Producer: Yusuke Ueda (TYO / Ultra)
Film Producer: Keisuke Motomatsu (TYO / Monster)
Designer: Yusuke Seki (Metaphor)
Flash Developer: Toshiyuki Nagashima (Metaphor)
Art Director: Mikiko Hisamichi (Beacon Communications)
Account Supervisor: Takako Yano (Beacon Communications)
Account Executive: Hiroko Kan (Beacon Communications)
Media placement: Website - Owned - 1 November 2011
Media placement: Mobile Website - Owned - 1 November 2011
Media placement: Web Banner - Yahoo! Japan, Google Display Network - 1 November 2011
Media placement: Press Release - Various News Media - 1 November 2011
Media placement: Event - VOGUE Fashion Night Out - 5 November 2011
Media placement: Transit - In-Train Monitor (Train Channel) - 13 November 2011
Media placement: Web Tie-Up - VOGUE - 15 December 2011
Media placement: Magazine - VOGUE - 25 February 2012

Summary of the Campaign
Conduct a Transform Audition which anyone can participate in easily. Users can experience a total look transformation on the web and share the experience via SNS.

The audition is based on user votes and the selected candidates will experience a real-life transformation, enabled by team of Vidal Sassoon professionals.

In order to make this audition a big movement among consumers, Vidal Sassoon achieved attention from consumers by transforming a celebrity, who is known as a representative of cuteness, into a super stylish woman.

As a reward for campaign participation, Vidal Sassoon offered the participants a chance to make their début in Vogue magazine, which is the first time that a general consumer has appeared on the magazine.

With this plan, Vidal Sassoon delivered the message that it is only a hair care brand, but goes beyond that to support women’s self expression.

The Situation
Japan is becoming full of characterless cultures; all women are adopting a cute style. They are afraid of making changes, and standing out from the crowd.

Vidal Sassoon, the brand that has been revolutionising the world of hair, now wants to transform Japanese women from boring cuteness to women with edge and style.

The Goal
By using a social media platform, our goal is to establish Vidal Sassoon as the brand that supports women’s self-expression thorough edgy and sophisticated hair design - beyond the ordinary cute look - which enables women to be free from their limitations. By maximising social media effectiveness and using the technology of digital transformation, we offer women the freedom of being themselves, elevating and celebrating hair design as a unique personalised fashion to encourage them to continue their discovery and achieving an ideal look. We aim to raise awareness and likeability towards the brand and the products to uplift the business as a result of this campaign.

The Strategy
Launch a never-before-seen Transform Audition.

The campaign consists of 2 phases:
- The first audition is an easy-to-participate 'transformation' that changes girls within 10 seconds.
- The second audition is a 'real transformation' created by Vidal Sassoon professionals.

To motivate the Japanese KAWAII women, the Vidal Sassoon brand offers the opportunity to become the world’s first non-professional model in Vogue magazine.

Execution
AWARENESS / 2011.Nov-
Launched a Transform Audition website.
Enabled the transformation experience among vast amounts of women by maximising the campaign awareness through multiple touchpoints such as Web banners, PR, and Train channels.

Introduced a transformed celebrity visual at Vogue's Fashion Night Out.
Conducted product sampling with a transformation kit and spread the campaign pre-news.
Created excitement among consumers.

SPREAD / 2011.Nov-
Women who have experienced the transformation will share it via their own SNS.
One experience leads to another, creating a circle of trial, and the news of the Transform Audtion is spread among other women.

ACTIVATION / 2012.Jan - Mar
The transformation is not limited to the website; the campaign floods Japan, through a total look transformation and a Vogue model debut done by Vidal Sassoon professionals. The brand’s equity - Vidal Sassoon exists to support women’s self-expression - is widely recognised and lead to product purchase.

Documented Results
This campaign involved 2,659,016 consumers.
83,406 of women in Japan have 'transformed'.
Reported in over 130 News media and programs such as in the Yahoo! news headlines.
Product sales improved 142% during the retail display peak.
Brand awareness improved 125%.