Hair colour label builds buzz with TV spot teasers

The Ogilvy & Mather campaign features four teasers and one thematic spot. The spots -- titled 'Looking for Sara', 'The wild girl', 'The rooftop girl', 'The fish girl' and finally 'Who's Sara?' -- ran for three days as teasers, with Sara's identity revealed in the final thematic spot. "It creates a talking point of 'who or what is Sara anyway?'.We revealed the identity in the last spot," said Ogilvy account manager Annie Su. Su said the creative concept was tied to Sara Sara's positioning as a temporary hair dye brand which allows its target audience -- teens -- to change their hair colour at whim. "It's just like lipsticks and eye-shadows with different colours that teens wear everyday," Su said. The TVCs are supported by road shows in major cites, including Kaohsiung.