The communication goals of this campaign were:To generate awareness of Sedal Hidraloes launch to users and non-users of the brand.To generate trial, promoting a testing of the product and mainly stressing it as the most novel product on the market: The combing cream. The communication plan was implemented through diverse media, some of which had never been exploited before. These activities are briefly described in the list below:PRESS EVENT: Top journalists were invited to a play starring three famous actresses, with a script based on women’s concerns and “traumas” with their curly hair. This theatrical event generated strong spontaneous media coverage, both in print and on TV shows.TELEVISION: Two commercials were aired, one focused on the range and the other on the combing cream. The media used included terrestrial TV and cable. In addition a non-traditional advertising was created for this media. A 5-second spot (a reduction of a commercial) was directly linked to a prime time TV actress, who had curly hair.OUTDOORS: The challenge was to increase the opportunities to reach consumers through the selection of different displays; each one made with the most appropriate creative idea for it. Hence the wear out was lower and the impact higher.Two executions were developed. One of them communicating the whole range under the creative idea of: “Got Curls? Celebrate. The elements selected for these actions were billboards, uban backlight outdoors and pedestal shelters. The other execution was specifically focused on the combing cream. Looking for a different way to generate impact and awareness of this new product, a “take one” concept in the streets: “Your curls in emergency?”Trying to make use of each media, special creativity was developed for buses, taxis and subways. Despite the fact that each creativity was “tailor made”, all of the pieces interacted smoothly within the same unique campaign.PRINT: Sampling 250,000 pouches in weekly magazines within a two-page spread. The ad accumulated 755,000 contacts.NON TRADITIONAL CHANNELS: Surprise the consumer in places where she doesn’t expect to be reached by a brand.Cinemas: Commercials, sampling and booklet distribution.TV Product Placement: The product was inserted into different TV programs through famous female personalities with curly hair, generating an important identification with consumers, i.e. The actress and models had their hair arranged while the TV program was on air.Subways and Trains: Musical groups singing songs inspired by curly haired women, in a humorous way that entertained passengers, generating a special connection with them.Fashion Stores: Stores were carefully selected by the profile of their customers. Store windows were decorated with mannequins wearing curly wigs with the product and special designs on the windows.The whole campaign was supported by push girls, and material in main points of purchase. The basic concept of the ‘Iceberg’ campaign was to reach consumers ‘in any place at any time’. Therefore 360 degrees integral communication was created, which delivered ONE consistent message through all the activities. In order to achieve this, before planning the media strategy, our team was working on understanding our target, studying not only the social-demographic variables, but more still the graphics of behavior, tastes and attitudes. After various tests with consumers we obtained a closeness, connectivity and understanding with them and found that women with curly hair (a very important segment within this market) were generally not satisfied with their hair. They felt that their hair was untidy and difficult to control. With this insight the activation idea was developed which had very powerful presence for our public: Got curls? Celebrate! From here, we thought of all our existing tools, rethinking how to use them and imagining new channels of communication with our consumer target. Always thinking of obtaining the optimum exposure, in order to communicate with our target in the most efficient way. Communicating with our consumers in, as well as out of their homes. The main objective of the campaign was to generate impact, innovating many channels and ways of communicating. From media, the existing tools were redesigned, creating new non-traditional channels, and using new resources to communicate take-up concept on the streets. Starting with an insightful activation idea, with impact and a high relevance to its target consumers, we have always worked on an integral campaign: from the concept as well as from the measures taken. The mix of selected media and the synergy achieved between them, allowed the target to be contacted by the campaign as a whole, at any time in different places and even have the chance to try out the product through different channels. Through the optimization of the usage of the media, consumers found themselves in situations of real “emergency” using the product, not only as an answer to their needs but also as a “reason to celebrate”. Sedal Hidraloe was one of the most successful launches for the brand, surpassing the results and expectations in market share and volume of sales.Sedal’s value in the conditioner market reached its peak in November at 45.4%.In the treatments segment, Sedal reached a 42% volume share in supermarkets and almost 20% value share at a national level.This launch contributed to the expansion of the treatments market, which has grown 56% in volume and 21% in value since the launch of Sedal Hidraloes launch.As per ATP results, TV Ad awareness increased from 64% in February ’01 to 82% in November ’01.Sedal’s brand image improved in all relevant attributes.

The basic concept of the ‘Iceberg’ campaign was to reach consumers ‘in any place at any time’. Therefore 360 degrees integral communication was created, which delivered ONE consistent message through all the activities. In order to achieve this, before planning the media strategy, our team was working on understanding our target, studying not only the social-demographic variables, but more still the graphics of behavior, tastes and attitudes. After various tests with consumers we obtained a closeness, connectivity and understanding with them and found that women with curly hair (a very important segment within this market) were generally not satisfied with their hair. They felt that their hair was untidy and difficult to control. With this insight the activation idea was developed which had very powerful presence for our public: Got curls? Celebrate! From here, we thought of all our existing tools, rethinking how to use them and imagining new channels of communication with our consumer target. Always thinking of obtaining the optimum exposure, in order to communicate with our target in the most efficient way. Communicating with our consumers in, as well as out of their homes. The main objective of the campaign was to generate impact, innovating many channels and ways of communicating. From media, the existing tools were redesigned, creating new non-traditional channels, and using new resources to communicate take-up concept on the streets.