In the end i can say that i believe this campaign was successful. It was integrated inth way that in each media the same message and photograph was portrayed, making it recognisable to viewers/consumers.
I think that L'oreal could have linked the campaign media sources better, by perhaps placing a QR code on magazine advertisements and creating an automatic link from facebook to the L'oreal Colour Genius App on the L'oreal website.
Making the TV ad more interctive would have engaged viewers, heightened awareness and encouraged word of mouth. A way to do this would be via Foxtel's 'Red Button'. Durring the add viewers could press the red button and be taken to a demonstration of the App, possibly by the spkesperson featuring in the Colour Genius App (Liya Kebede). This could also link to a survey where viewers vote for elements of the App that they enjoy. This would enter them into a prize draw to win L'oreal Products. A great way to promote the brand and even encourage brand switching.
As part of the arget audience, i was definitely engaged by the campaign. Great Success!!
Bibliography:
http://www.facebook.com/#!/LOrealParisAU?fref=ts
http://www.youtube.com/user/LOrealParisAU/videos?query=app
http://www.lorealparis.com.au/_en/_au/home/index.aspx
https://twitter.com/LOrealParisAU
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