We buy things not because we need them, but because we want them. So how can a business or brand create ‘want’ for its products or services? Welcome to the first in a series of posts about creating desire. We’ll kick things off with the latest example of creating desire from 7ology.
We met with the owners of Klassic Koncept, an independent salon slap bang in the heart of Birmingham city centre. They’ve recently relocated to the area and wanted us to give them a helping hand attracting new customers to the salon.
STRATEGY
First off, we analysed their brand positioning and found that their expertise in styling wavy or curly hair gives them an edge over the other salons in the Birmingham area. With this in mind we then identified what curly haired women wanted. In a nutshell, managing curly hair can be a nightmare, this can make women with this hair type resent both their curls and themselves. Armed with this insight, we created the ‘Embrace your bounce’ campaign concept. The idea uses nostalgia to entice the target market. We remind them of a time when life with curls was care free and offer them the same experience if they have their hair styled at Klassic Koncept. The slogan is about women loving the bouncy nature of their curly hair. It’s about them begin proud of who they are.
First off, we analysed their brand positioning and found that their expertise in styling wavy or curly hair gives them an edge over the other salons in the Birmingham area. With this in mind we then identified what curly haired women wanted. In a nutshell, managing curly hair can be a nightmare, this can make women with this hair type resent both their curls and themselves. Armed with this insight, we created the ‘Embrace your bounce’ campaign concept. The idea uses nostalgia to entice the target market. We remind them of a time when life with curls was care free and offer them the same experience if they have their hair styled at Klassic Koncept. The slogan is about women loving the bouncy nature of their curly hair. It’s about them begin proud of who they are.
ART DIRECTION
In order to create the sense of nostalgia - the art direction uses a Polaroid of a young girl with curls smiling to camera. The campaign is targeting women in their late twenties to thirties, so the use of a faded Polaroid has been designed to remind them of happy care free times. When they look at the picture they see themselves looking back. They ‘want’ this time again. The wallpaper in the background has also been inspired by fashion on the time, along with the retro-chic typography.
In order to create the sense of nostalgia - the art direction uses a Polaroid of a young girl with curls smiling to camera. The campaign is targeting women in their late twenties to thirties, so the use of a faded Polaroid has been designed to remind them of happy care free times. When they look at the picture they see themselves looking back. They ‘want’ this time again. The wallpaper in the background has also been inspired by fashion on the time, along with the retro-chic typography.
COPYWRITING
The copywriting addresses the reader personally, asking them a rhetorical question which highlights a problem. We then answer that problem with the services offered by Klassic Koncept. This will then lead to the reader ‘wanting’ to visit the salon and have their hair styled and treated.
The copywriting addresses the reader personally, asking them a rhetorical question which highlights a problem. We then answer that problem with the services offered by Klassic Koncept. This will then lead to the reader ‘wanting’ to visit the salon and have their hair styled and treated.
MEDIA
The above poster is the first in a series of promotional material including flyers, posters and newspaper advertisements. The flyers are currently being distributed within small hampers containing sample products for styling and treating curly hair. In addition to the print material, we also helped Klassic Koncept rebrand their website to www.curlyhairbirmingham.com This has improved their search engine optimization and emphasizes their expertise.
The above poster is the first in a series of promotional material including flyers, posters and newspaper advertisements. The flyers are currently being distributed within small hampers containing sample products for styling and treating curly hair. In addition to the print material, we also helped Klassic Koncept rebrand their website to www.curlyhairbirmingham.com This has improved their search engine optimization and emphasizes their expertise.
Creating desire is about identifying what your target market is looking for in life and building an emotive communications campaign around it. Here at 7ology we specialise in creating desire for our clients. If you’re interested in how we can help your business or brand give us a call on 0121 616 0170 or email desire@7ology.co.uk.
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