FCB Joburg tasked to boost awareness for market’s Number 1

Posted: August 2, 2015

FCB Joburg has been tasked by Tiger Brands to boost awareness for Perfect Touch, the number 1 hair styling brand in South Africa.

Does that brief sound a little odd? A leading brand with low awareness?

The reality is that Perfect Touch’s users – men and women between the ages of 15 and 50 from the LSM 7-10 groupings – select the brand with over 30% share of the hair styling market based on colour and packaging, not name.

Changing this was the challenge put to FCB Joburg’s team of strategist Rose Harman, executive creative director Jonathan Deeb, creative director Erin Brooks, art director Nyiko Mahange and copywriter Bongani Ntombela.

According to Hair Care Brand Manager, Wasiema Nassir, the brand’s competitors leverage off strong brand equity, but there is parity tonally within the category.

“This presented Perfect Touch with the opportunity to stand-out with a unique and interesting creative treatment and message,” she said, “and the Tiger Brands’ marketing team responsible for hair care briefed the agency to take advantage of that.

“We also asked that the strategy be driven by the consumer insight highlighted by research: ‘I want to look my best and have a style that suits my personality. But, I want the convenience of a product that is quick and easy’.”

“Our creative idea encapsulated this insight and this gave rise to our campaign: ‘There’s Perfect Touch for that’,” Brooks explained. “The campaign, which kicks off with two television commercials, illustrates how Perfect Touch allows you to achieve a variety of styles in minimum time.

Tiger Brands - Perfect Touch - audition

“There’s the ‘2-minute-turned-up-top-slicked-back-with-Wetlook-Gel-hairstyle’ version and the ‘3-minute-let-loose-beach-waves-sprayed-in-place-with-Ultra-Hold-Hairspray-hairstyle’ version for when life gives you little to no notice to look your best,” said Brooks.

Tiger Brands - Perfect Touch - night out

“Like when a friend calls with tickets to the hottest gig in town, or your agent lets you know about a call-back to an important audition. There’s Perfect Touch for that – and that!”

Each spot is just 30 seconds and tells a short story quickly. Shot by Asher Stoltz and Bryan van Niekerk from Team Best in Johannesburg over two days, they almost leave the viewer breathless as the actors go from plain to stunning courtesy of Perfect Touch.

“Given the detailed brief from Tiger Brands’ hair care team and the great collaboration between client and agency, we produced two really exciting pieces of work, and we’re certain this campaign will more than meet its objectives,” concluded Brooks.

The ads broke during the fourth week of July.

Credits:
Client: Tiger Brands
Brand: Perfect Touch
Category Executive: Lauren Siebrits
Marketing Manager: Zimbini Peffer
Brand Manager: Wasiema Nassir
Creative agency: FCB Joburg
Deputy MD: Romaine Mackenzie
Account Director: Hermola Mengstab
Executive Creative Director: Jonathan Deeb
Creative Director: Erin Brooks
Copywriter: Bongani Ntombela
Art director: Nyiko Mahange
Strategic planner: Rose Harman
TV production: Barbara Clarke
Media planners: Isla Prentis
Production companies: Team best
Directors: Asher Stoltz and Bryan van Niekerk
Editor: Warwick Allan.
Post-production: Mushroom Media