The Situation
Herbal Essences is launching July 2017 in the UK.
The Ask
Create 5 OOH deliverables that leverages Herbal Essences brands tagline of Let Life In and communicates new.
Deliverables:
2 Horizontal Billboards
3 Bus Shelters
The Brand + The Product
Target
The Londoner that is out and about living.
In the wake of the recent UK terrorist attacks, Ariana Grande has pushed a defiance messaging of “keep living.” Despite the threat Londoners have rallied together to enjoy life to the fullest. With July being the hottest month for London and tons of concerts, festivals and PRIDE events happening our consumer will be sure to take in the city in more ways than one. Whether she is out and about or rushing to work, she is ready to let life in at every turn making it important she stays ready for it --- meaning her attire and hair needs to be ready too.
Barriers
Awareness: She is across the pond and has absolutely no idea that Herbal Essences Bio Renew exist. We just launched in the U.S. a few months ago.
Key Opportunity
Take advantage of the fact she is already out and about and in the mindset of taking life in.
Key Takeaway
With the new Bio Renew, we’re letting life into London in a big bold, beautiful, and colorful way.
If we succeed, what will happen?
An increase in awareness will lead to purchase.
.
TEAM
Account: Kim Sharon
Strategy: Cierra Moore
Creative: Casey Diehl, Sara Burke, Kendahl Damico,