CASE STUDY: Exhibit the perfect mobile marketing campaign!

Client: Vidal Sassoon Hong Kong

Campaign: Exhibit the perfect silhouette

Background and objectives
Vidal Sassoon wanted to target the upwardly mobile, fashion conscious women of Hong Kong’s social scene with the relaunch of one of its premier hair care ranges; a group who are more likely to be wireless or online than sat in front of the TV.  The promotional campaign focused around the trendy Lan Kwai Fong district of Hong Kong where cat-suited promo girls distributed samples and bars, decked out with branded drinks mats, posters and table tents, offered a text-to-win competition with drink and food purchases.

As well as the relaunch, the campaign aimed to position the range as a high-end, exclusive, salon-quality product in a crowded sector to develop an effective interactive mobile element to complement the out-of-home promotional campaign.

Solution:
The Hyperfactory developed a mobile campaign, incorporating downloadable wall papers and a viral mobile game, to attract the largely ‘on the go’ audience, constantly seeking entertainment and activity during commuting times.   As each level of the game was completed it revealed key visuals from the ‘Perfect Silhouette’ TVC on the mobile.  Players could invite friends to play by inputting the friend’s mobile number via SMS.  Doing so earned them bonus points to their own score which could be submitted via their mobile and updated on the online leader board in real time.

The mobile element also successfully mirrored and brought together all of the campaign elements - above the line, below the line, online and offline – and reinforced the consistent communication between the audience and the brand.

Results: This was the first campaign in Hong Kong to use downloadable content to increase brand awareness. Exhibit your Perfect Silhouette demonstrated that this downloadable branded content, games and ringtones is popular with the target market and elements such as the viral mobile game offered constant brand reinforcement. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />