Our challenge was to deliver a campaign that reflects L’Oreal Feria’s rebellious, trend setting personality, and that fully engages and interacts with their brand. L’Oreal Feria were launching a new range of vibrant colours, using the strapline ‘Go Louder with Feria hair colour by L’Oreal Paris.’
We needed to ensure that the KISS audience knew to ‘Go Louder’ with their hair colour, and we wanted to create a central theme that could run across the whole of KISS – radio, TV, online, mobile & event.
L’Oreal Feria partnered with KISS’s sell-out KISSTORY club night events. To ensure the ‘Go Louder’ message was received loud and clear, a guest old-skool artist would attend and ‘Go Louder’ with a live set from KISSTORY’s biggest anthems. Using tickets from the gigs as prizes, we ran promotions fronted by DJ Neev across KISS with ‘Go Louder’ themes integrated that created socially-sharable content and made ‘Go Louder’ famous.
To build the reach of ‘Feria Go Louder’ further, we ran targeted sponsorship and promotions on high rating 16-34 programmes on KISS TV’s UKHOT40 and Fresh3!
On radio, we ran a series of live promotions within DJ Neev’s show to win tickets to the KISSTORY events. To win, audiences had to show that they were willing to ‘Go Louder!’ Each day on air, DJ Neev set a challenge to audiences sharing a clue across social media. Entrants had to show that they were willing to ‘Go Louder’ by going even further, bigger, better in order to win! Through sharing with KISS their proof of them fulfilling each daily ‘Go Louder’ challenge, Neev picked her favourite each day and rewarded the winner live on air. Social content and listener interaction was therefore at the centre of the campaign and it created relevant, fun and rebellious content that fitted with their brand.
The competitions were promoted across kissfmuk.com and on mobile, and we sent out over half a million newsletters highlighting the ‘Go Louder’ chances to win. Neev fully utilised social media to build up excitement and awareness of the campaign.
The three KISSTORY events themselves were sell out events and featured full L’Oreal Feria Go Louder branding – a Go Louder PA from Basement Jaxx, DJ screen branding, branded promo staff, photo wall, club screen loop and live DJ announcements as well as on site social mechanics.
were more likely to consider using L’Oreal Feria (6% more likely that any other competitive product named in the sample)
of 18-24 year old women heard or saw the activity – 223,000 in total.
said that the campaign was relevant to them showing the positive impact of the partnership.