MANILA, JULY 15, 2013 – Breaking through the traditional hair care advertising, JWT Singapore and JWT Manila created the world’s first human hair quartet in an activation to vividly demonstrate the strength-boostingproperties of Unilever’s Cream Silk Hair Fall Defense.
Using bows that had been strung with human rather than horse hair, the popular Filipino violin quartet naturally proved a hit in a market that appreciates music.
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“The starting point of this brief was, ‘What if human hair was so strong, it could do anything?’ Existing ads in the category today have become a blind spot. We needed to come up with something that resonated easily with the masses, and music hit the spot,” said Tay Guan Hin, JWT’s Southeast Asia executive creative director.
The agency collaborated with Southeast Asia’s only bowmaker – Paul Goh– who replaced four of his traditional violin bows of horsehair with human hair that had been conditioned and strengthened by Cream Silk.
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A popular Filipina violin quartet used the custom-made bows for a concert that lasted 240 minutes, playing 40 songs over four sets and with zero hair breakage at SM City Sta. Mesa (formerly SM Centerpoint) last April this year.
“We’ve wanted to do something different for the hair category for a long time, something out-of-the-box. Hair Quartet was brilliant, because it was a fresh new take on a simple product demonstration that really leveraged the power of a live performance,” said SzeTianPoh, Unilever Southeast Asia and Australasia vice president (hair).
Concert crowds swelled to a peak of 600 at its height and more than 450 Cream Silk sampleswere given away at the event. The event also generated a customer database with 25.7% first-time users who signed up for sampling trials convinced by the live demonstration of the product’s benefits. They aim the Philippines as their target market.
In a market known for its music affinity, Cream Silk struck a positive chord with its target market. “I didn’t know what strong hair can do that it can play music!,” remarked one of the concert crowds.
CREDITS:
Regional Executive Creative Director: Tay Guan Hin
Creative Director: Gayle Lim/Teng Runrun
Copywriter: Gayle Lim
Art Director: Teng Runrun
Account Manager: Missy Tolentino
Group Account Director: Mylene Rayala
Account Executive: Nikka Velilla
Producer: Missy Tolentino
Advertiser / Unilever Asia Pacific: Jopa Malantic/ Sze Tian Poh
