HE - The Case

Herbal Essences launched its brand-new Nature Collection across the Arab World, the first mass product inspired by Natural ingredients free of silicones, parabens and dyes.

To highlight the novelty of the collection, we gave women in the region a first-of-a-kind experience. With women in KSA being prohibited from attending musical concerts, we found an ideal opportunity.

We launched the first-ever interactive online concert in the Arab-World titled “Love&Forget” powered by digital and social media.

Throughout the concert, users could interact with the artist and could request songs, applaud, cheer, light up their lighters, take photos, and share what they wanted to Love and Forget. Users could scan an Herbal Essences product for backstage access and get personalized virtual album signings and exclusive songs.

The online campaign lead 550,000 visitors to the website where they shared on social media what they love and forget to earn their free ticket. ‘Love&Forget’ messages immediately spread across the Internet within 45 minutes of the announcement. 15 news and media sources covered the concert. More than 50,000 people attended the concert.

The concert buzzed with social activity, as people could connect with their friends who were attending, check in at the concert, and share photos on social media. 40% of the audience came from KSA and 7,600 people bought the product to have access to the backstage.

We wanted women to fall in love with our natural collection and forget other products with Paraben, Silicon, and dyes, and that inspired the concert 'Love&Forget'. ‘Love nature and forget yourself in music’ became the campaign signature. Music has the highest interest among our audience, and to attend the concert they had to share what they love and what they wish to forget on social media to earn their free tickets.

Women could choose their avatar’s hairstyle at the concert, bringing product relevance to the customization. They could also scan the product to gain backstage access for exclusive media.

INFO: 02:00 / Color / Mixed Media / HD

"Herba Essence - The Case"

Client: P&G
Production: KRM

Agency: Interesting Times

Creative Director: Mo Al-Ghossein
Art Director: Mojca Sfeir
Head of Digital Production: Bahaa Awad

Senior Content Producer: Karam Al-Ghossein
Senior Planner: Marta Bielik
Copywriter: Rita J. Harbie

Format: Online