Online campaign launches VO5 story with unbranded teaser, online reveal and TV through October
Euro RSCG London has created an engaging content rich campaign for VO5 Extreme Style using Social networking sites, online advertising, blogger outreach and search to support the full scale TV campaign. The story is a tease and reveal campaign that spans all media.
The campaign, ‘Pageant’, was directed by award winning director Adam Hashemi and is set in a small and peaceful but conformist, rural community; the foundations of which we see rocked to the core by the discovery of VO5 Extreme Style. The first instalment is a 30 second online unbranded teaser advertising the community's annual pageant where the younger men compete in front of their peers. The story of what occurs unfolds through a series of online, video and community sites and TV, where finally it is revealed when one of the men uses VO5 to stand out from the crowd and his life and the community around him is changed for ever. The aim is to promote community discussion on the brand’s Facebook page and YouTube channel as the campaign develops.
Caroline Saunders, Business Director for Euro RSCG London says; "We know our 14-24 year old target love to discover and share new content. In developing the 'Pageant' campaign we created many elements especially to help them do this, with several stages of reveal to keep it fresh and opportunities to interact and share with their peers."
The campaign will be supported by Euro RSCG London's social media unit, The Cupola Lab who will seed new content as it unfolds to online bloggers and community members through PR and blogger outreach, a video seeding programme and SEO.
The 'reveal' TV spot which launches on October 10th is the latest in the ‘Break the mould’ series from Euro RSCG London, which has previously created Factory, China, Army and Headless. VO5 has maintained the position of UK’s number one styling range for the last six years, with Extreme Style being the most used brand among men.
Vicky Metcalfe, Brand Director, Unilever said, “We’re very pleased with the Break the Mould campaign and ‘Pageant’, the latest addition, breaks a few more moulds. We know that to stay contemporary among our young male target audience with Extreme Style, we have to offer them true engagement with the brand. The very successful, mainly TV, strategy has worked very well for us. We also knew that having a social media plan had to have a strong hook to cut through to these guys in a world so full of messages. We’re confident we’ve got the right balance of strong brand messaging with fun, engaging content. I look forward to seeing the results’.
Russ Lidstone, CEO, Euro RSCG London said; "This campaign is further evidence of our social media capability working powerfully at the core of our uniquely integrated offer."
About EURO RSCG London:
Euro RSCG London is a top five UK advertising agency with a client roster including Air France, Alberto Culver, Chivas Regal, Citroën, CityJet, Credit Suisse, Disneyland Paris, Evian, Kraft, Nutricia, Mateus, Peugeot, Reckitt Benckiser, Santander and Yakult.
Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices in 77 countries throughout Europe, North America, Latin America and Asia Pacific.
Contact Euro RSCG London:
Head of Agency PR – Sarah Van Praagh
07974 217 812