Park Avenue: BEER SHAMPOO

Credits & Description:

Advertiser: J K HELENE CURTIS
Agency: PUBLICIS COMMUNICATIONS
Category: Social Media & Viral Marketing
Advertising campaign: BEER SHAMPOO
Art Director: Girish Wadisherla (Publicis Communications)
Account Manager: Dharal Goshalia (Publicis Communications)
Art Director: Dipti Rode (Publicis Communications)
Account Manager: Yesha Shah (Publicis Communications)
Art Director: Santosh Sonawane (Publicis Communications)
National Creative Director: Ashish Khazanchi (Publicis Communications)
Copywriter: Sreeja Gopalakrishnan (Publicis Communication)
Art Director: Sowmya Balakrishnan (Publicis Communications)

Execution
During the launch, an infamous cop had put Mumbai's nightlife into danger. Due to which, youngsters were unable to have fun. The USP of the product being beer, we came up with an apt online campaign ‘how can your hair have fun when you can’t?’. It creatively showcased the exact situation of the youngsters and it was well connected with the main feature of our brand.

Outcome
The youngsters connected with the campaign instantly. 52,000 bottles were sold in the first month itself. Online fans increased from 1.5 lacs to 7.5 lacs. Dealership enquiries increased by 38%. At places where bottles were unavailable, enquiries started pouring in through Twitter and Facebook. Online purchases soared tremendously. The campaign truly created a buzz online.

Implementation
To reach out to our TG (the youngsters), we leveraged Mumbai’s then nightlife situation which was wiped out by the moral police. We created an Integrated Online Campaign around the idea ‘how can your hair have fun when you can’t?’. It comprised of viral videos, Facebook page and web banners showcasing a character who symbolised an infamous cop. The campaign created a buzz online, which led to large number of online purchases and enquiries.

Client Brief Or Objective
To launch Park Avenue’s Shampoo with ‘Beer’ digitally and come up with an engaging campaign for the online target audience.