The ‘Exhibit Your Perfect Silhouette’ campaign for Proctor & Gamble’s Vidal Sassoon was successfully launched in Hong Kong in the last quarter of 2005. The advertising campaign, developed and launched by The Hyperfactory, a company founded in New Zealand in 2000 and specialises in mobile marketing, in partnership with Starcom Worldwide, features a multi-promotional approach using TVCs, POS, promotional girls, online and mobile to ensure maximum reach and impact.
A campaign was conceptualised to help Vidal Sassoon in the introduction of its new ‘Perfect Silhouette’ range. Developed to appeal directly to Hong Kong’s upwardly-mobile and fashion-conscious women, the launch required a promotion mechanism that would effectively enhance the brand’s ‘cool factor’ and drive consumer uptake of the new product in a crowded market place.
The integrated marketing campaign was built around the tagline ‘Flaunt Your Captivating Silhouette’ and used feline-inspired initiatives to communicate the sensual and alluring silhouette of Vidal Sassoon’s hairstyles. The advertising campaign ran for several months in TV, print, posters, outdoor billboards and bus shelters and the above-the-line campaign was strongly supported by Internet, mobile campaign and bar promotion in Lan Kwai Fong, a popular party area in Hong Kong.
A joint promotion programme between Vidal Sassoon and the Lan Kwai Fong (LKF) Entertainment Group, Hong Kong’s leading bar and restaurant group, was also underway utilising scratch cards with embedded unique codes. Every purchase customers made in an LKF outlet entitled them to a scratch card with the chance to enter a lucky draw. Customers entered the unique code from the scratch cards via SMS, and received an instant reply informing them if they had won a prize. Consumers could also download coupons for free drinks at participating Lan Kwai Fong bars from the Vidal Sassoon website: vs-cat.com.
A selection of branded wallpapers and a mobile game were available for users to download from the Vidal Sassoon website. Consumers selected the content they wished to download by entering their mobile number. The content was then sent to their phone via a WAP link, which they then activated. Each time a user completed the game, they could submit their scores to the Leaders Board on the Vidal Sassoon website. At the end of the promotion, the user with most points on the Leader’s Board would win a grand prize of a Play Station Portable, while the rest of the players won special Vidal Sassoon gift packs. An innovative viral element also allowed users to then referred the game to their friends simply by entering their friend’s phone number; an invitational SMS was then sent to the friend.
“The mobile element applied in the integrated marketing campaign can allow the brand to tap into consumers’ daily communication in a fun and innovative way, which is the unique advantage of mobile marketing,” said Geoffrey Handley, the co-founder of The Hyperfactory. “And it’s always our aim to pioneer the production of world-class interactive mobile marketing strategies to promote connectivity between people and brands for our clients.”