Spark PR & Activate up for a Global Award

Spark PR & Activate up for a Global Award Finalist in the COMM PRIX for TRESemmé

Hot off the press is the news that Spark PR & Activate is in the running for a prestigious COMM PRIX PR award. The T365 campaign for TRESemmé by Unilever has clearly garnered the attention of the world’s critics as one of the most effective, creative and integrated campaigns ever run.

The COMM PRIX 2016 is a global awards program to honour the best of work in communications and public relations to advance an organisation’s relationships with essential stakeholders. COMM PRIX 2016 is open to any winning entry from an awards program in 2015 or 2016 from one of the member associations in the Global Alliance. Any winner in any category of any member association awards program is eligible. The Spark PR & Activate entry was put forward off the back of a PRINZ award win in 2015.

"We were totally stoked to hear that the TRESemmé 365 Project is a finalist in the COMM PRIX. Locally, the campaign was a success because it genuinely engaged TRESemmé's core audience, so it's great to see how this translated globally and is being celebrated on the world stage," says Mikaila Hutchison, Account Director at Spark PR.

Hutchison explains, “The campaign was insight-led from the outset. We’d uncovered that Kiwi women were caught in a “sleep-styling” rut – the daily routine of not styling their hair despite wanting to look chic from head-to-toe. We had to prove to them how easy it is to style their hair, and demonstrate that TRESemmé offers the everyday solution to all their styling woes… enter the TRESemmé 365 Project. We took one Kiwi girl, challenged her to style her hair every day for 365 days, and shared her journey with an audience hungry for attainable hair inspiration. We connected with women via an integrated always-on campaign, which proved that with TRESemmé, the aspirational is achievable.”
From the highs of attending global events such as NYFW and Coachella, to the monotonous Monday morning slumps, Anna-Lise Sharma (the T365 girl) inspired Kiwi women across paid, owned and earned touch points.
The T365 implementation included four distinct yet integrated layers of activity including video content picked up by high profile beauty bloggers, editorial features in leading beauty media, social content and radio partnerships. The campaign extended instore with a GWP promotion that was so successful the competition picked it up and tried to emulate it.
The campaign resulted in:
• An unprecedented increase in market share in a very competitive category
• Together with a reach of more than 7,000,000 – exceeding the target by 300%
• One ecstatic client and,
• Thousands of inspired Kiwi women.

The COMM PRIX ceremony takes place in Toronto, Canada at the end of May.

“This acknowledgment speaks volumes for the way we work together with our clients and across multiple disciplines to get people talking,” says Robin Wilson, GM Spark PR & Activate. “I couldn’t actually be any prouder of a team that really raises the bar day after day.”

Spark PR & Activate has an enviable client list of local and global brands and focuses on delivering insight-driven campaigns across categories as diverse as FMCG, telecommunications, sportswear, beverages and financial services.

ENDS

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