On the occasion of the launch of its new Shade Memory line of products, L’Oréal Canada’s Matrix division had mandated Upperkut with producing a non-traditional marketing campaign, a first in the announcer’s advertising history. Deployed nationally, the 3-month campaign (titled Color Vendetta) generated results that greatly surpassed expectations and yielded unprecedented ROI. Upperkut has recently learned that Color Vendetta was nominated for an award at the upcoming Canadian Marketing Awards ceremony, to be held on November 16th.
Amélie Choquette, product manager for Matrix Canada, is quite proud of the campaign’s achievement. “We had chosen a non-traditional approach for this launch because we thought it would generate much more impact than a small-budget campaign in traditional media. Thanks to the Color Vendetta platform, we directly reached the industry’s influencers and made them discover Shade Memory while having fun and experiencing the brand, strenghtening their bond with it. Color Vendetta made the launch of Shade Memory a sucess and certainly had the hairdressing industry gabbing around”.
What’s more, the campaign’s success echoed to other L’Oréal divisions. Color Vendetta was adapted to the United Kingdom market, and recently launched by Matrix UK.
Bonjour ! je vous ai rencontré à Toronto lors de la foire de L’Allied Beauty Association. Quel tintamarre ! J’ai adoré la mise en scène de votre manif. Sur le coup j’y ai cru…