Cannes Lions

BRAUN HAIRSTYLING PRODUCTS

STARCOM ISTANBUL, Istanbul / PROCTER & GAMBLE / 2010

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Overview

Entries

Credits

Overview

Execution

We hit the places where our target audience of women aged 20-35 really might wish they were able to give their hair a boost: at metro stations, nightclubs and restaurants. Our guerrilla team demonstrated and talked about the product.More formal trials and product information stands were set up at malls, universities and sports centres.We launched the Satin Hair brush on TV in collaboration with Naomi Campbell’s hairstylist, Sasha, in an advertorial inserted into Turkey’s most popular magazine programme. And we went further on TV with product placements in local series where the leading actresses are seen as style trendsetters.We took those clips from the shows, showing the Satin Hair brush in action, and made them available to share on Facebook and video sites, bringing a digital dimension to our campaign, too.

Outcome

Braun’s share of the hairstyling appliance market, by value, increased by 5.9 percentage points during our campaign and brand awareness and attribution scores leapt by more than 50 percent in two months – despite the Satin Hair brush being a completely new product on the market.

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