OBJECTIVE / CHALLENGE
Generate ‘Hair Talks’ campaign radio’spots’ that speak to our new target audience. Hit key benefits and branding without losing listeners.
SOLUTION / APPROACH
Millennial consumers are savvy and they hate being ‘sold’ to. We know we will lose them if we inundate them with traditional marketing speak. So, instead we engage them by leveraging an everyday conversation between two women.
The conversation begins as a visual one; we exploit the overarching campaign concept that your hair talks for you and are able to deliver brand benefit messaging in a relevant, relatable and authentic way.
What we know: women wear their hair and dress for other women, not for men. The idea of sharing a beauty secret seems somewhat forbidden but when your hair talks for you, its hard to keep a secret.
SCOPE
Script Writing
Casting
Produce / Contract Studio
Direct VO Talent / Music Creation / Editing
Music Cue Ideation ‘Millennial Whoop’ – the whoop is based on popular musical ‘style’ preferences of our target age range; a ‘tribal call’ if
you will.
OBJECTIVE / CHALLENGE
Bring younger consumers into the base Jergens franchise by introducing them to ‘the new way to moisturize’. Leverage the unique, innovative technology of the easy-to-use wet skin formula to convince users that Jergens is more than just your ‘grandmothers lotion’.
SOLUTION / APPROACH
Leverage the advice exchange often innate in a traditional mother/daughter relationship to communicate an innovative product proposition, breaking ‘age-related’ barriers to purchase. Create a breakthrough spot, highlighting a relatable situation to entertain and hold the listeners attention. Bring the audience ‘into the shower’, as a means to introduce them to a new usage behavior and establish the RTB ‘wet skin technology’.
SCOPE
Script Writing
Direction (VO Talent, Music, Edit)
Produce / Contract Studio
OBJECTIVE / CHALLENGE
Promote the launch of Curel Hydra Therapy wet skin lotion. Communicate its unique point-of-difference and superior performance vs. traditional ‘conventional’ dry skin lotions.
SOLUTION / APPROACH
Deliver product benefits in an entertaining and memorable way through the introduction of two very distinct yet ‘relatable’ characters: Hydra Therapy wet skin advocate / Quirky, Out-spoken ‘Neighbor’ (Friend)
Create a direct and convincing tagline with a strong brand promise: END DRY SKIN
SCOPE
Script Writing
Direction (VO Talent, Music, Edit)
Produce / Contract Studio
