Starcom Worldwide Japan won a golden lion at Cannes in the Best use of Internet/New Media category for the Vidal Sassoon Branding i-mode project. The ‘Become an Angel’ cellphone promotion was a game that ran over seven weeks as opposed to simply collecting points and was deemed more engaging as users got to design, build and download to keep, their own custom image.
Via: Cannes Media Lions
Facing decreasing TV viewership among key young female consumers, and with aggressive business growth goals, Vidal Sassoon needed to break through the typical TV-primary paradigm. By introducing engaging, alternative media into the mix, they aimed to build brand equity measures and increase purchase intent.
As part of the “oyayubi (thumb) generation,” the core audience is passionate about mobile phones – an essential appendage keeping them entertained, informed and in-touch. Constant streams of mobile e-mails (and calls) keep them plugged-in to social groups, and mobile browsers are used frequently for information gathering. Average time/day spent using mobile phones far exceeds print or radio, and continues to grow rapidly. Additionally, cute cartoon-type characters are an obsession among young Japanese women, and they enjoy expression within their mobile lives. Character downloads, mobile phone straps and accessories are hugely popular.
For seven weeks VS became part of the target’s personal mobile world, engaging and entertaining with a variety of cyber executions that tapped into VS’s exciting brand personality. VS sustained involvement over time to enable successful, key brand communication. High interest engagement and brand equities were developed through the “Exciting Hair Academy” quiz game (progression prompted weekly with mobile e-mail reminders), a character nurturing game and other weekly incentives upon quiz completion.
Integrated Harmonised Effect:
The focus driving all tactics was truly leveraging mobile phone capabilities for personalization and intimate personal involvement. All communications emulated a VS-appropriate “Exciting Hair” brand theme. The effort yielded completed character contests conducted via campaign website, as well as consumer-owned, personalized character goods as incentives for campaign involvement (mobile phone strap/cleaner).
Value for Money Economy:
Vidal Sassoon purchase intent rose a significant 32% among mobile campaign participants. Top-of-mind awareness and attribution/association of key equity measures also increased significantly, as the mobile campaign engaged participants and enhanced VS brand perceptions. Friend introductions and word-of-mouth buzz also exceeded expectations.