Cannes Lions

WELLA SP PROFESSIONALS HAIRCARE

DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv / DANSHAR / 2011

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Overview

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Credits

Overview

Description

Launch Wella’s new range of professional hair care products: ’Wella SP’.

A haircare product engineered to suit each person’s particular hair composition, available exclusively at hair-salons.

Execution

To realize our plan, we first had to get hairdressers to cooperate.So we used hairdressers’ greatest weakness against them: their ego.

We began by inviting hairdressers to a special VIP event, where we surprised them with an offer that put their egos to the test: “How would you like to get your own billboard, with your picture on it, right outside your shop?”.But there was a catch. Our offer was a one-time deal, valid immediately.

Two photographers we had on standby would shoot pictures of those who accepted our offer.

98% said yes!

And so a few weeks later, hairdressers found their faces staring down at them from their very own billboard we’d placed right near their hair salon.

On the billboards, hairdressers spoke directly to their customers with the message: “No one knows your hair better than me”.

Outcome

- Wella SP captured a 15% Market Share and achieved close to 100% penetration at leading hair salons.- For the price of 100 customized billboards, Wella achieved an ROI that exceeded all expectations.- Our unique strategy created a message that resonated with consumers both locally and nationally.- Hairdressers’ endorsement of Wella created a nationwide statement that was hard to ignore.- Wella developed an asset it will be able to use for a long time to come - 100 dedicated brand ambassadors.

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