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CASE STUDY: Aussie on LIVING

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Integrated campaign including TV advertorials, PR and magazine advertorials.

What was the Challenge / Background of the Campaign?

Procter & Gamble brand Aussie Haircare was a relative newcomer to the hair care market in 2005. The strategic positioning of the campaign was to use interesting and exciting ways to talk to consumers in typical Aussie style, focusing on discovering 'Aussie Cool' using their previous themes of travel, shopping, beauty and fashion. In addition the activity was expected to generate entries to an Australia Day party competition. Find out more...

What was the Campaign Objective?

The brand objective was to increase awareness, trial and purchase.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWomen all ages
All adultsFemale
All
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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