“RELATIONS”, ISSUE’S LATEST CAMPAIGN
Created by WILD Fi, a comprehensive communications company; produced in an strategic alliance with VIACOM; and co-produced by Huinca Cine and Midios as head of the communication strategy, ”Relations” is the work of a multidisciplinary team that knew how to achieve the goals set by the brand in the original brief.
“With this new campaign, ISSUE is seeking to strengthen the bond it has with its consumers as well as to engage new users. To achieve this goal, we appeal to our versatility as a brand, through our long-standing commitment to be present in “everything that happens” to women, and with the conviction that women use their hair as a communication channel. Our relationship with our hair is unique, that is why we offer a range of convenient products, for each stage of life. We appeal to communicating beauty as a change in attitude, with simplicity and honesty in the results, and this is what sets us apart in the market”, explains Carolina Rey Blanco, Marketing Director at Godrej Argentina.
“Our biggest challenge for this campaign was to build a message that would connect with all of ISSUE’s target consumers. To do this, we worked with a generic insight for all Argentinian women: ‘Your relationship with your hair is unique’. Then, we went deeper into the message for each cluster, with various situations associated with the product”, says Federico Green, country manager at WILD Fi. He adds: “We wanted to work out a liquid strategy with no barriers between content and media. This is why we have developed a 360 media strategy for this campaign, including TV as well as a range of digital channels (social media, YouTube, marketing content, programmatic, gaming and actions with influencers)”.
“We got the proposal from the media agency and, from the very beginning, we wanted to be part of this holistic team and work together in building this brand. Naturally, we value the trust the client and the partners placed in us from the get-go. We already had a close relationship with ISSUE, WILD Fi and Midios, so at VIACOM we are positive this is the result of high professionalism and humanity from all participants”, highlights Santiago Perincioli, Vice-President Ad-Sales at VIACOM.
In addition, this is a campaign that addresses women at different stages and seeks to connect with “everything that happens to them” with ISSUE products. We do this with five stories where hair is the protagonist; the campaign flows naturally, letting the brand in at those moments which are part of every woman’s life.
“This campaign has proven that we can develop a unique project with a great team and a clear goal - admits Paula Riera, Director of Media & Operations at Midios-. At Midios, we always challenge the original brief and go beyond the classic media and metrics. We understood that we had to work together with WILD Fi to give the best to our client. VIACOM was definitely the right choice, not only because of their huge content platform and high degree of national penetration, but also because of their proactive and innovative profile. The outcome is content with multiple formats and integrations, both on and off, that is dynamic, connects with the consumer and appeals to new users.”
“It’s been an enriching experience and clear evidence that great teamwork is not just an utopia, it is built upon the willingness of each participant and the understanding that cooperation and synergy is what really counts when developing this type of projects”, adds Rey Blanco.
“To give liquidity to this campaign and create a relevant connection across the different audience clusters of ISSUE products, we have developed over 100 digital pieces,” says Federico Green, Country Manager at WILD Fi Arg.