The challenge

L’Oreal’s Kids shampoo wanted to build brand loyalty among a target audience of young consumers who were old enough to wash their own hair.

The challenge was to get them engaged with a low-interest category, where mum would usually make the purchasing decision.

The communications concept was a kids’ sing-along harnessing the target audience’s joy of singing, the ability of the brand’s cartoon icons to sing in a range of different styles with the power of the media to make them want to join in.

The TV solution

The TV solution was to integrate L’Oreal Kids with Boomerang programming at a time that tied into bathtime. The hair-care brand then extended the activity to include an online microsite with games and karaoke.

At the heart of the activity was a 4-6pm sponsorship of Summer Toons, where 10-second idents showcased the sing-along credits of the L’Oreal characters, using four different musical styles to appeal to the whole target audience.

Separately, three 30-second creative executions showing kids singing the L’Oreal song and the different cartoon characters for each variety of shampoo acted as a call to action to get the target audience to go online for the chance to win prizes. These ran across on Boomerang, Cartoon Network and CN Too.

Once online consumers could also access downloads and details about the product as well as play a Bathtime Boogie game.

Results

The activity delivered increased branding scores, enabling the client to raise prices. Econometric modelling showed a high return on investment from the campaign.