Auckland creative retail agency .99 has launched a new campaign for L’Oréal Paris New Zealand’s Casting Crème Gloss, a safe, semi-permanent hair colourant that lets women try something new, without having to fully commit.
.99 were tasked with developing an engaging campaign to drive sales and create awareness about the product and its benefits, particularly amongst the younger demographic.
Via an interactive spin-the-bottle campaign, .99 created a fun digital game that highlights the semi-permanent nature of the product. To entice people to play, daily prizes and special offers are also available.
Patricia da Silva, senior brand manager at L’Oréal NZ, says that changing hair colour can be a big commitment that not everyone is ready to take on.
“Some people love the idea of doing different things to their hair like colouring, but permanently changing their hair colour can be overwhelming,” she said. “Unlike other DIY hair colour products, L’Oréal Paris Casting Crème Gloss allows users to have a play around with different shades without the commitment of a permanent colour as it only lasts up to 28 shampoos.”
“The creative territory we wanted .99 to explore was to get women to think about trying a fun, new look – with little commitment required,” da Silva said. “.99 brought this creative proposition to life by using an entertaining and flirty Spin the Bottle game that we believe will resonate well with our target audience.”
Ben Goodale, managing director .99 and justONE said: “Traditionally, L’Oréal Paris’ communications have focussed on glamour, however we didn’t feel this was the right approach for this campaign. Given the target audience was 15 to 25-year-old females, we injected more fun into the idea which is how the L’Oréal Casting Crème Spin the Bottle game was born.”
Craig Whitehead, chief creative officer .99 said: “We decided early on that making this a digital-led campaign, was the strongest way to interact with our target audience. We’re confident that the Spin the Bottle concept will engage, connect and become highly shareable.”
The campaign has been launched via Facebook Link ads, Spotify banners and audio, Pandora banners and audio, radio, Google banners and in-store activation.
Client: L’Oréal New Zealand
Senior Brand Manager: Patricia Da Silva
Marketing Director: Shannon Watts
Chief Creative Officer: Craig Whitehead
Creative Group Head: Chris Long
Junior Writer: Simon Wharton
Junior Art Director: Amy-Rose Lynch
Designer: Simone Lash
Head of Digital Production: Kevin Akers
Senior Digital Producer: Wictoria Markula
Digital Art Direction: Leon Williams
Lead Developer: Will Tonkin-Howe
Developer: Andre Mikheev
Digital Designer: Soolim Sohn
Mac Operator/Designer: Carmen Fung
Group Business Director: Amy Dufty
Group Account Director: Suzie Gates
Senior Account Manager: Kimberley Sofaea
Account Manager: Rosi Berryman
Audio Engineer: Miller Yule
Voice Over Talent: Richard Simpson
Junior TV Producer: Jess Drysdale
PR Director, One Plus One Communications: Stephanie Lowe
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