dove hair-ogilvy

9
DOVE Jewel Relaunch 2005

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A successful campaign

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Page 1: Dove hair-ogilvy

DOVE Jewel Relaunch 2005

Page 2: Dove hair-ogilvy

Hair Hazard Zones

Focus on key areas where Vietnamese women are prone to get dry or damaged hair

–  Outdoors under the sun –  At sport while swimming –  During styling (blow-drying or chemical treatment)

Create warning signs around these hair hazard zones to raise awareness that hair is getting dry and damaged

Sun and heat burn your hair

Swimming pool water makes hair dry and weak

Styling makes hair weak and brittle

Page 3: Dove hair-ogilvy

At parking stops On taxis to catch people on

motorbike

At hair salons

At cafes

At public pools

Page 4: Dove hair-ogilvy

Hair Hazards Merchandising at Modern Trade

Hair hazard signs at the parking lot The “promise of something amazing inside” at the entrance Sun and blow dryer hazard interactive demos

Page 5: Dove hair-ogilvy

Leading to the Dove Hair Rescue Zone Inside

Page 6: Dove hair-ogilvy

Dove Consultation Booth at Modern Trade

The Dove booth provided consumers with:

–  A personal diagnosis to determine

their hair hazard rating based on lifestyle and habits

–  Consultation on hair care needs and

the right Dove variant for them –  Hair styling with proof of purchase

Page 7: Dove hair-ogilvy

Hair Hazard Patrols

We created Hair Hazard Patrols Groups of three women

–  With normal-looking hair that’s actually dry –  With dry looking hair –  With damaged, chemically treated looking

hair

Served as walking posters, with messages on uniforms (“Use Dove before it’s too late”)

Page 8: Dove hair-ogilvy

Hair Hazard Patrols

Sampled in areas where Hair Hazard Signs were posted

Distributed a questionnaire to get

consumers to do a self-diagnosis on their hair

Page 9: Dove hair-ogilvy

Hair Hazards Quiz: A self-diagnosis enclosed in magazines, website and distributed at the

booth and by the hair hazard patrol girls