Cannes Lions

BEAUTY PRODUCTS

NEWSTYLE, Sao Paulo / PROCTER & GAMBLE / 2010

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

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.

Similar Campaigns

12 items

Get Supercharged with Berocca at 2pm

MEDIACOM, Ho chi minh city

Get Supercharged with Berocca at 2pm

2021, BEROCCA

(opens in a new tab)