Advertiser: COTY
Agency: OMD CANADA
Category: Best Use of Print
National Account Manager: Alicia Perrotta (TC Media)
Group Director Of Strategy: Mary Minos (OMD)
Associate Director Of Strategy: Zaheeda Jiwan (OMD)
Strategy Supervisor: Jordan Lauper (OMD)
Sales Director: Monica Drexler (TC Media)
Effectiveness
In just one month, Magnetic skyrocketed into the top 3 launches of the fall and hit record sales for Sally Hansen with over one million dollars. Marking it Sally Hansen’s strongest launch ever and with a campaign entirely driven through print!The results of a commanding presence inside the top woman’s playbook were Magnetic indeed.
Execution
We partnered with Elle Canada, Canada’s go-to fashion authority to push the boundaries of integration. First we created a special double-page cover execution, which profiled the new product and featured the cover model wearing Sally Hansen’s Magnetic nail colour. But because this is no ordinary nail colour, this was no ordinary product integration. The model’s nails, as well as the Elle logo were foil-stamped to bring the metallic shine to life. Not only was this live product demo a media first, it was the FIRST TIME a nail colour had been integrated into a cover! But product integration didn’t end there. The cover directed readers to a gorgeous 6-page spread on nail art, called, what else, NAIL IT! Sally Hansen’s presence dominated from cover to cover! In all a whopping SEVEN other product mentions were featured throughout.So did we punch through the blizzard? Yup.
Strategy
Fashion magazines are a woman’s playbook. They are her go to resource for the must-haves of the season. Sally Hansen, the nail market leader, wanted to make sure their newest, hippest innovation, Magnetic Nail Colour, was on every woman’s must-have list for fall. But the beauty industry is fuelled by a constant stream of innovation… making sense of it all becomes a bit dizzying. While Sally Hansen has always led the way in nail care innovation, getting noticed in the blizzard of “new, next, now” is a huge challenge. We needed a media idea as breakthrough as the product itself.Our idea, penetrate the woman’s playbook! Integrate into the top fashion magazine in Canada and show how easily women can use Sally Hansen to turn their nails into the season’s hottest fashion accessory.