The "Which Inecto Colour Are You?" campaign had consumers letting their hair down and showing their true colours nationwide in a bid to win one of the four shopping sprees up for grabs - each worth R10,000!
The activation officially rolled out on 22nd October 2010 with four touch points of execution: shopping malls, in-store, radio, Facebook and SMS.
Shopping Malls
At 9 shopping malls across the country, shoppers flocked to colourful Inecto stands equipped with DJ booths and hair make-over mirrors (where shoppers could see how they would look with different hair colours). Those who had purchased any Inecto product were invited to express their Inecto colour in a creative way to stand a chance to win fabulous instant prizes.
Overall, 500 shoppers danced, sang, recited poems, strutted their stuff, and did anything they could think of to let their true colours show. The winners walked away with Inecto-branded hairdryers, curling irons, roller brushes and Inecto designer t-shirts or vests. Inecto samples were also distributed to the excited crowds. 661 of the branded items were given away and 1,931 samples were distributed.
In-store
Colourful in-store activations at Shoprite Checkers, Clicks, Ubuhle Bemvelo, Beauty Zone, Discom, Dischem, Just On and other stockists of Inecto products reminded shoppers to buy any Inecto product and enter the Inecto mall and SMS competitions. Vibrant shelf branding made Inecto products hard to miss and had shoppers buzzing about the SMS competition.
Radio
"Which Inecto Colour Are You?" lit up the airwaves on five high-frequency radio stations across the country. Adverts and live reads on Heart FM, Good Hope FM, Metro FM, East Coast Radio and Gagasi 99.5FM tuned millions of listeners in to the exciting activation and competitions. Supporting radio competitions and pre-promos on some of the stations had callers dialling furiously to stand a chance to win up to R5,000 in cash by expressing their Inecto colour on-air. In addition to all that, live crossings, DJ appearances and Outdoor Broadcasts (which received loads of on-air pre-publicity) took place at the mall activations.
Facebook
Social media is a fast-growing channel of communication which cannot be ignored - with Facebook being one of the most interactive platforms out there. Bloom Marketing whipped up a customised Facebook page for Inecto called Inecto Africa. The tabs on the page were created to speak specifically about the touch points of the activation- Facebook, shopping malls, radio and SMS. Eye-catching design and imagery was used to make the tabs and content appealing to our Facebook friends. Prizes were given away on Facebook to winners of various creative competitions. Wall Posts discussed hair colour trends, fashion trends, hair dye safety tips, the mall activations, the radio competitions and their winners, and the SMS competition - some of which received over 1,000 impressions. Inecto Africa is still growing, with a membership of over 500 peeps.
SMS
The final and most exciting element of the activation was the SMS competition, where four lucky consumers who purchased any Inecto product and entered the competition via SMS won fabulous shopping sprees (accompanied by a fashion editor from one of Media24's top lifestyle magazines) valued at R10,000 each. Some of the winners confessed to sending in multiple entries to boost their chances of winning. In total, 350 entries were received.
All in all, it was another blooming great campaign by the Bloom Marketing team that had SA talking about Inecto hair colour.
