Cannes Lions
NEWSTYLE, Sao Paulo / PROCTER & GAMBLE / 2010
Overview
Entries
Credits
Execution
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.
Outcome
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.
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