Heat Chic

Challenge:

To create an effective new product launch for Conair Canada that will generate brand awareness and distinguish the brand from the competition.

Solution:

• Name Development – to develop a simple name that incorporates the brand identity.
• Print Campaign – to generate brand awareness, launch the new Heat Chic and demonstrate the diversity of products Conair has to offer.  
• Ads were placed in Flare, Hello, Glow, Verve Girl, Fashion, Clin D’Oeil and Filles Clin D’Oeil.
• TV Spot (French & English) – Commercial developed to demonstrate the portability and end result of the flat iron. 3 x 30 second spots were developed (one in rotation).
• TV spots appeared on CTV, MuchMore Music, Star!, CMT, W, Weather Network and Slice. In French on TVA MusiMax, Canal Vie and Meteo Media.
• Heat Chic Sweepstakes – a chance to win a Vespa LX or an all-expense paid trip to Toronto for Fashion Week.
• Heat Chic Tour – A program developed to place the product in the end user’s hands (and hair in this case). By creating interactions, not just impressions, we encourage conversations at the store level. The tour serves as a product launch, branding initiative, sampling program, vendor support and PR outreach all rolled into one program.

Results:

• Over 20,000 people were exposed to the Heat Chic Tour.
• Over 1,000 people experienced the Heat Chic and John Frieda first hand.
• 5,000 people entered the Heat Chic sweepstakes.
• The PR received was quite extensive through Canadian media outlets and several fashion publications (InStyle, Flare).
• Generated significant product & brand awareness.
• A partnership between John Frieda and Conair was developed.