The integrated campaign, built around the tagline “Flaunt Your Captivating Silhouette,” uses feline-inspired promotional initiatives to portray the sexiness of clean silhouette lines.
“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 Publicis Groupe’s Leo Burnett Worldwide, Hong Kong.
The campaign will run for several months in traditional media such as TV, print, posters and bus shelters, with planning and buying handled by Publicis’ Starcom division. Above-the-line creative is supported with a comprehensive Internet and mobile campaign and a bar promotion centered around Hong Kong’s party district, Lan Kwai Fong.
P&G hopes to achieve mass awareness about the campaign by blanketing the trendy bar district with cat-themed table tents, coasters and stands in a joint promotion with Lan Kwai Fong (LKF) Entertainment Group. ”Cat girls” walk around the district promoting the campaign while handing out items like cat-shaped flashlights, and bars have hung fairy lights with cat silhouettes strategically positioned in heavy traffic flow areas.
In a special mobile initiative developed with New Zealand-based mobile marketing company, The Hyperfactory, consumers can download coupons from a Vidal Sassoon Web site, vs-cat.com, for free drinks at participating LKF bars.
Also, every purchase customers make in these outlets entitles them to a scratch card embedded with a code to enter in a lucky draw. Customers enter the code from the scratch cards via SMS, and receive an instant reply advising them if they have won 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 market place,” said Auckland-based Hyperfactory CEO Geoffrey Handley.
In addition, P&G created branded mobile phone wallpapers and a mobile game for consumers to download. Every time users complete a game, they can submit their score to the site. At the end of the promotion, the person with the most points will win a PlayStation Portable, while the rest receive Vidal Sassoon gift packs.
“The campaign was designed to target young fashionistas, girls who are into new things like MSN and the Internet, and who aren’t staying home watching television, especially during the holiday season,” said Ms. Alfieri. “The medium allows us to effectively tap into consumers’ daily communication in a fun way. The promotional campaign also allows consumers to get closer to the brand idea through accessible downloads and MSN emoticons, which are now popular in Hong Kong."