Scratch Me Baby

Task

Create awareness that scalp itching, dryness, irritation could be a sign of dandruff.

Embed H&S image as a ‘cool brand to use’ in the hearts and minds of consumers.

Insight

Our target audience consider themselves as an independent thinking and are pretty resistant to bulk of straightforward advertising. As one of H&S challenges is about being “old fashioned and boring”, we believe that entertainment is the best way to deliver our message, talking to the audience in its language.

Solution

We use d the famous saying - Başımı qaşımağa vaxtım yoxdur  (I have no time to scratch my head) - to engage the target audience in conversation. We invited them to share short videos where they tried to prove that they really don’t have time (or possibility) to scratch their heads. The reason(s) didn’t have to be realistic, it could be funny, exaggerated, etc.

Each participant could send three videos during a week. The prize for the best video was scratching the winner’s head by Celebrity - singer Röya Ayxan. The scratching actually was washing the winner’s head by H&S.

There was 4 weekly winners and one super prize winner.

Tools

Website, Facebook Page, YouTube Channel, Screen-Glide banners, TVC