Aims and assumptions

For Procter & Gamble we executed a complex Herbal Essences brand campaign. Our main assumption was to elaborate integrated communication for a new series Citrus Lift, that would be coherent with a TV campaign. We created a website, provided service for the Internet campaign, Citylights, competition and Smart fleet car branding. We took care, also, for setting Herbal Essences brand appearance during holiday event "Race on heels".

The aim of the project was:

• Familiarize target group with the brand.
• Create an interactive communication platform between the brand and the consumer.
• Build information source about the actions related to the brand.
• Achieving repetitive contacts with the brand by performing periodic competitions.
• Creating buzz around the new fragrance.

Engage the consumer in creating the new fragrance.

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The core of our activities was the competition. Its assumption was familiarizing young target with Herbal Essences brand. The young had a task of creating an advertising slogan for Citrus Lift Line. Each slogan was to be found on especially made few hundred citylights in the biggest cities of Poland. More than 6900 slogans were submitted for the competition.

The slogans were created by the target of the Herbal Essences Communications itself. It made the campaign a perfect example for "active advertising", i.e. an interactive campaign that generates feedback from the consumers. The exceptionality of the campaign was based on the trustworthiness of the communication between the brand and its receivers. Each used slogan was signed by the name and age of its author. This way young people of each city could see their own work.

The main prize of the competition for the best slogan was having to one’s disposal for a week Smart car with a driver (altogether 5 cars in the biggest Polish cities). Beside the Herbal Essences branding, each Smart was decorated with the winning slogan of the laureate.

Competition’s success

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The competition organized resulted to be a perfect tool for young women who wanted to be spotted. Of clue importance was that not only one slogan was awarded but hundreds. In the main cities of Poland was about 500 citylights with different slogans and signatures of the consumers, e.g Iza223 from Warsaw, 18 years old. Distinction of few hundreds of slogans permitted to reward many participants of the competition and this way gain a huge number of real ambassadors for the brand. Laureates often showed citylights with their slogans to their friends and relations. Thanks to this fact, information about the brand spread around quickly and buzz was generated. Citylights with a distinguished slogans were at the same time a reward and carrier of the campaign. The base of the communication created by us was to engage the consumers in the co-creation of the brand. Around the main idea of the competition – umbrella idea – we built all visuals (for citylights and Smarts), competition’s site and branding to diversify the event "Race on heels".

Website and Internet campaign

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BTL activities that we led were supported by microsite available at herbalessences.pl. Additionally, all these actions were accompanied by an Internet campaign encouraging to take part in the competition for the best slogan for Herbal Essences brand, Citrus Lift series. The receiver of the microsite, apart from finding all product information related to Citrus Lift, could find also the relation and photos from the event "Race on heels" and examples of the winning slogans that appeared on the citylights.

Summary

For Herbal Essences we realized an integrated campaign communicating new line of shampoos. On executing the idea of the competition with the use of citylights we applied different offline and online tools: website, Internet campaign, Smart car fleet and eventing. Project used a competition mechanism – consumers had to think up an advertising slogan for an outdoor campaign for Citrus Lift line.

Unique reward was an exposition of individual posters with winning slogans and a signature of the laureates on citylights promoting the product. It let us gain a numerous group of ambassadors of the new brand.