Media > Use of Media
REDS
J WALTER THOMPSON, Buenos Aires / UNILEVER / 2004
Awards:
Overview
Credits
Overview
Audience
The communication campaign for the new Sedal ProColor Red Shades launch began with traditional media. To complement the traditional campaign, a big event was developed through an innovative and powerful format. Short films brought to life a deeper dimension of Sedal’s understanding of the emotional implications of colour for women, exploring the profound meanings and emotions of the colour red.
Effectiveness
Sales: Red shades grew from 16% to 30% of the mix. Great awareness (61%) and excellent branding (88%). Generated very high levels of enjoyment, involvement and brand fit. Takeout from consumers: promotion of brand, shades, aimed at women. Very good overall qualification for the series. Ratings: Eve 21.1%, Fame 24.6%, Bridal Shower 20.5%, Now 22.3%, Red 21.9%.
Execution
The cinema is the best media to portray emotions. Sedal brought the cinema to the TV in Woman in Red: a series of short films, acted and directed by women, telling stories of red-haired women from a female point of view, using fiction.
Excessive commercial exposure was avoided, and the product was neither present nor mentioned in the films. This was the first series of shorts shown on TV and produced in Argentina.
MediaEffort
Women in Red was such an attractive and powerful idea that it generated press interest, which promoted and amplified the project. The enormous press attention added credibility with key influencers and also helped to build brand equity. The project included new partners in an amplified team: a major TV channel (broadcasting and amplification) - production companies (production of shorts); INCAA - Argentine Cinema and Visual Arts Institute general endorsement; Cinema 'Expert' (built alliance with INCAA and contacted key influencers); and I-Sat cable signal (broadcasting on a cult cinema channel).
MediaStrategy
Consumer insights show that red colour dyes have strong emotional connotations. They bring out the most intense aspects of a woman’s personality. Based on this knowledge, Sedal Procolor produced five short films which were to be broadcast on five consecutive Sundays, at night and at prime time. Each story approached red and women from a different perspective: love, making decisions, self confidence, courage and fame. The common denominator of the film's was the performance by a star whose hair was dyed red. The films portrayed the emotions behind the decision to dye their hair.
SpecialCredits
MARTIN SEGURA, UNILEVER/SEDAL, Marketing Manager
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