The campaign comprises a range of creative executions going live nationally, all carrying the new brand line ‘Long Live Hair’, launching a new positioning and strategy for évolis as it moves into pharmacy. Ikon’s full-service remit includes creative, digital, social, content, SEO, SEM, and pharmacy point-of-sale.
“évolis knows that for some people, having thick, healthy hair is a barometer for both their inner and outer confidence,” explained Ikon Group Sydney, ECD, Rob Martin Murphy.
“We wanted to create a campaign that acknowledged this. ‘Long Live Hair’ is both a celebration of the brand’s efficacy and a call to action for those who want to put the days of thinning, unhealthy hair behind them,” he continued.
Martin Murphy said in an effort to move away from the ‘lab coats and pseudo-science’ approach so often used by hair loss products, the TVCs were shot on location in Cape Schanck, Victoria - a nod to the brand’s botanical ingredients. Added Martin Murphy: “Joel Harmsworth and The Sweet Shop team did a fantastic job crafting beautiful, simple portraits of évolis® users and the quiet confidence they exude.”
Supporting the four TVCs will be real stories of hair loss and the benefits of using évolis® to be shown online. A range of other digital, social, content, SEO, SEM, and pharmacy POS executions will also be rolled out over coming weeks.
“We are very excited to launch the first major communications campaign for our FGF5 inhibitor hair loss products with Ikon,” said Emma Chen, General Manager of Cellmid’s consumer health business. “This campaign is also particularly important as we are the first to highlight an innovative solution to women with hair thinning or hair loss concerns,” she added.
The ‘Long Live Hair’ campaign will be run across a range of channels nationally over the next 12 months.
Categories: Hair care, Beauty & Healthlbbonline.com, Tue, 08 Sep 2015 02:16:12 GMT