An interactive ad campaign has been created to launch L'Oréal’s new hair colour trend Parisian Cool by L'Oréal Professionnel by mCanvas, the experiential storytelling ad platform for small screens.
Users can also access this campaign offline, which is connected to a unique QR code that is printed on table-top announcers at 3,000 L’Oréal Professionnel salons in India. Using their mobile phones to scan the QR code, users are then directed to the digital experience.
To captivate the audience, users are asked about their lifestyle preferences and personality, which in turn gives them the perfect corresponding Parisian Cool look from the assortment of three unique looks created as part of this collection. To amplify the campaign reach, Wavemaker and mCanvas conceptualised the experience for L'Oréal’s offline (salon) as well as online (digital) users.
Guiding them towards their ideal look, the creative posed five different questions to the user, each having three options to choose from. After answering all five questions, the ideal Parisian Cool look is revealed on the basis of the user’s answers. A small description explains why the featured hair colour is the perfect Parisian Cool shade and encourages users to get the look at a L’Oreal Professionnel salon.
Reaching close to 2.3 million users, the campaign is seeing a massive 2.5% click-through rate, beating the 0.20% industry average for mobile banner ads. The mobile ad campaign saw 7% users visiting the landing page to learn more about this hair colour trend. For both the experiences -- salon and mobile ad -- users are spending over 60 seconds on average engaging with the brand narrative.
“Engaging the user with a personal touch through the creative is exactly what we were looking for to launch our new Parisian Cool hair colour trend collection and the Wavemaker and mCanvas team has executed it flawlessly,” said Binaifer Pardiwalla, General Manager, L’Oreal Professionnel India.
She added, “This combination of online and offline platforms has helped us set higher standards in personalised marketing to connect better with our audience.”
Commenting on the campaign, Mehak Rampal, Business Group Head, Wavemaker, said, “The creative is generating curiosity about the new trendy looks by making the entire experience about the user discovering the perfect Parisian Cool look for themselves. Having the creative run on an offline and online platform is bringing out the best results of the campaign.”
Vishal Rupani, Co-founder and CEO, mCanvas, said, “It is a first for mCanvas to run a creative on two platforms in such a manner. Getting users to scan a QR to experience the creative allows them to better engage with the brand whereas the ad run through the ‘Scroller’ format is generating interest about the product and driving new users to the salons to try the new Parisian Cool look.”
General Manager, L’Oreal Professionnel India: Binaifer Pardiwalla
Agencies: Wavemaker and mCanvas
Business Group Head, Wavemaker: Mehak Rampal
Co-founder and CEO, mCanvas: Vishal Rupani