Cannes Lions

REJOICE HAIR PRODUCTS

STARCOM , Guangzhou / PROCTER & GAMBLE / 2010

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Overview

Entries

Credits

Overview

Execution

Rejoice’s Love Journey began with an attention-grabbing story: Luo Zhi Xiang, Rejoice’s spokesperson, and a well-known Chinese celebrity were 'going to get married'.Magazines and Online forums touted the'nuptial news'. Out-of-home and online videos told of how they caught each other’s eye – with the bride-to-be’s beautiful Rejoice hair – in the 'Making of the Wedding'.We invited all China to join the celebration with the biggest wedding event seen. TV and magazine ads encouraged women to nominate themselves for a chance to say/renew their wedding vows at Rejoice's Grand Wedding event in Shanghai. 100 finalist couples would be chosen to get married, with Luo in attendance - televised in an industry-first.

Women vied for a fast pass to the Wedding during a 10 city road show, attracting 1MM+consumers. In another 'China first' women registered online for chances to participate. Final voting took place online as well, choosing the top couples.

Outcome

Wedded bliss created an event worth watching…One million+ unique visitors and five million page views to a specially-created Rejoice mini-site. One million+ attendance to the Wedding road show – culminating in a “wedding party” of 200 lucky Rejoice brides and grooms.120 million viewers for Rejoice Love Journey–becoming the second highest-rated Chinese TV programme at that time.Making the biggest PR event in P&G China's history, with paid/free coverage generating a 300+ ROI index.A brand to fall in love with.A wedding loved by all – with record Rejoice July-September volume and awareness surpassing category norms by +7-12 points.

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