Cream Silk: HAIR QUARTET

Credits & Description:

Advertiser: UNILEVER
Agency: JWT SINGAPORE, JWT MANILA
Category: Stunts & Live Advertising
Advertising campaign: HAIR QUARTET
Account Manager: Missy Tolentino
Producer: Missy Tolentino
Other Credits: Nikka Vellila
Art Director: Teng Runrun
Creative Director: Teng Runrun
Advertiser's Supervisor: Sze Tian Poh
Account Supervisor: Mylene Rayala
Copywriter: Gayle Lim
Creative Director: Gayle Lim
Advertiser's Supervisor: Jopa Malantic
Executive Creative Director: Tay Guan Hin

Ambient Execution Description
A live concert was staged at the entrance of one of Manila's busiest malls to demonstrate the power of strong hair. A professional string quartet played for the entire length of 2.5 hours using real human haired bows (traditional bows use horse hair) without any breakage, in a unique demonstration of strong hair.
THE BRIEF : WOMEN HAVE GROWN JADED ABOUT PROMISES OF HAIR PRODUCTS, ESPECIALLY THOSE WITH DAMAGE REPAIR PROMISES. PRODUCT DEMOS ON HAIR STRENGTH SEEN ON TV ARE ALL THE SAME AND HAVE REMAINED THE SAME OVER THE YEARS – A WOMAN TUGGING A LOCK OF HER HAIR. AS A RESULT, TRADITIONAL ADS DEPICTING ‘STRONG HAIR’ HAVE LOST THEIR POWER TO CONVINCE. HOW COULD WE THEN FIND A WAY OF DEMONSTRATING STRONG HAIR THAT NOT ONLY WAS DIFFERENT, YET ENTERTAINING ENOUGH TO REACH OUT TO THE JADED, FILIPINO WOMAN? IN A MUSICALLY-INCLINED COUNTRY LIKE THE PHILIPPINES, THE STRATEGY SEEMED OBVIOUS: THROUGH MUSIC.
THE SOLUTION : WE STAGED A CONCERT WITH ASIA’S FIRST HUMAN HAIR QUARTET – PLAYING WITH BOWS REPLACED WITH HUMAN HAIR (CONDITIONED AND STRENGTHENED WITH CREAMSILK), INSTEAD OF TRADITIONAL HORSE HAIR, WHICH WAS KNOWN TO BE STRONGER.
THE RESULTS : THE IDEA STRUCK A CHORD WORLDWIDE. WITHIN A WEEK OF THE LAUNCH, CREAMSILK FACEBOOK GOT 12,000 FANS, WITH ENGAGEMENT PEAKING AT 180%. THE CONCERT ITSELF DREW 60 MILLION IMPRESSIONS ON SOCIAL MEDIA TO DATE. SOCIAL MEDIA NETWORKS, NEWS NETWORKS AND VIDEO BLOGS PICKED UP THE ONLINE CONTENT, DELIVERING $20M+ IN UNEARNED MEDIA COVERAGE. POST-CAMPAIGN TRIAL RATE INCREASED BY 17%, AND FIRMLY ENTRENCHING CREAMSILK’S MARKET POSITION AS #1 CONDITIONER IN THE PHILIPPINES. 25.7% OF FEMALE USERS WHO SIGNED UP FOR SAMPLING TRIALS WERE FIRST-TIME USERS OF CREAMSILK; CONVINCED BY THE LIVE DEMONSTRATION OF STRONG HAIR. MORE IMPORTANTLY, THE BENEFITS OF STRONG HAIR NOT ONLY COULD BE SEEN, BUT COULD NOW BE HEARD.