INTERNATIONAL WOMEN'S DAY by NEWSTYLE for Wella

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INTERNATIONAL WOMEN'S DAY

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency NEWSTYLE
Creative Director Adriana Salles Simon
Art Director Vanessa Cristofani
Copywriter Ana Succi
Released March 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: BEAUTY PRODUCTS
Agency: NEWSTYLE
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: NEWSTYLE, Sao Paulo, BRAZIL
Chief Creative Director: Claudio Xavier (NewStyle)
Creative Director: Adriana Salles (NewStyle)
Art Director: Vanessa Cristofani (NewStyle)
Copywriter: Ana Succi (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Account Director: Claudia Lopes (NewStyle)
Account Assistant: Adriana Tomasini (NewStyle)
Production Manager: Aleksandra Olivares (NewStyle)
Production Assistant: Christiano Ramos (NewStyle)
Event Manager: Claudio Olimpio (NewStyle)
Event Assistant: Bianca Boechat (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Planner Assistant: Rafael Gonçales (NewStyle)
Media placement: Floor Displays - pre activaction - Farmacies - 1 March 2010
Media placement: Flyers - pre activaction - Outside the mall - 5 March 2010
Media placement: Flowers - direct marketing - Bloggers' houses - 5 March 2010
Media placement: Totem Displays - Mall - 8 March 2010
Media placement: Flower delivery - activation - Mall - 8 March 2010
Media placement: Online Messages - Website - Twitter - 8 March 2010
Media placement: Online video - post activation - Website - Youtube - 12 March 2010

Describe the objective of the promotion.
Koleston wanted to celebrate International Women’s Day with a gift that would stand out from all the initiatives held on the period. It should be something remarkable, which could generate a great deal of PR and have a considerable impact on the public.

Describe how the promotion developed from concept to implementation
The promotion developed from two concepts. 1) Every woman loves receiving flowers. 2) Koleston is a brand made for and from women’s beauty. With that in mind, we promoted a great flower distribution for Woman’s Day, an activation where consumers could interact with the brand.  Five thousand flower vases were placed in a shopping mall, forming the brand’s logo. The women were invited to take a vase as a gift, and all the action was recorded. Afterwards, we produced a video in reverse, where it looked like the participants were putting the flowers into position and building the logo themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results
We transformed the simple act of giving flowers into a great impact event. Five thousand women took home a gift from Koleston, and at least 8000 were impacted at the mall. The initiative became subject twice, first on Women’s Day and later on the launching of the video. Both the flower distribution and the video were spread on the Internet through You Tube, Twitter and many blogs. TV networks covered the event, and the brand got an expressive number of spontaneous media. A sales increase of about 10% was registered on the period.

Explain why the method of promotion was most relevant to the product or service
The date chosen for the promotion was intimately connected to the brand’s target. A free gift was essential to generate interest and good-will towards the product. The public took home, besides the flower, the message of the brand, and that message reached a range of women that the usual campaigns normally wouldn’t.