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Marketer: Procter & Gamble's Vidal Sassoon Agency: Leo Burnett, Hong Kong

Vidal Sassoon sells hair care with cat imagery online, in bars and on mobile phones

[Hong Kong] Procter & Gamble has adopted a feline posture in Hong Kong and China to convey the glamour of the Vidal Sassoon hair-care brand, including upgraded formulations and packaging to reach upwardly mobile, fashion-conscious women. The integrated campaign is built around the tagline "Flaunt Your Captivating Silhouette."

"Cat imagery appeals to young women, so we're using it to illustrate a perfect silhouette. It has a double meaning, representing both a girl's curves and the silhouette of Vidal Sassoon's hair styles. He cuts hair in a very angular way that has a curve to it," said Cynthia Alfieri, regional brand director for P&G hair-care brands at Leo Burnett Worldwide, Hong Kong.

Starcom handles media planning and buying for the TV, print, poster, bus shelter, online and mobile-phone campaign. P&G is also blanketing Hong Kong's trendy Lan Kwai Fong bar district with cat-themed table tents, coasters and stands. "Cat girls" walk around handing out cat-shaped flashlights, and bars hang fairy lights with cat silhouettes. In a mobile initiative developed with New Zealand's Hyperfactory, consumers download coupons from a Web site (vs-cat.com) for free drinks. Purchases come with a scratch card embedded with a code to be entered via SMS for a prize.

"The launch required a promotion mechanic that would effectively enhance the brand's `cool factor' and drive consumer uptake of the new product in a crowded marketplace," said Auckland, New Zealand-based Hyperfactory CEO Geoffrey Handley.

P&G also created branded mobile-phone wallpapers and a mobile game. Every time users complete a game, they can submit their score to the site. The person with the most points will win a PlayStation Portable; the rest get Vidal Sassoon gift packs.

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