Working alongside McCann Erickson Japan, the French cosmetics firm has launched a contest endorsed by ‘new half’ Haruna inviting members of the public to compose and submit Senryu poems.
Senryu is a form of Japanese poetry similar to Haiku, but more casual and with fewer stylistic restrictions. The contest is aimed at females in their 20s and 30s; entrants are instructed to write a poem relating to the topics of hair, hair care and love.
While all entries will be posted on a designated website, Haruna will select a winning composition to feature in an off-line advertising component. The winning entrant will also receive an undisclosed prize.
The site may be accessed via online or mobile. Additional campaign elements to drive traffic to the online destination include print, separate online advertising and Haruna’s personal blog. In-train advertising will also be employed to promote individual Elsève products.
The campaign will run until the end of November.
Other L’Oréal clients in McCann Erickson Japan’s portfolio include Maybelline New York and L’Oréal Paris; UM (Universal McCann) Japan is the media agency of record for all Nihon L’Oréal brands.
Senryu is a form of Japanese poetry similar to Haiku, but more casual and with fewer stylistic restrictions. The contest is aimed at females in their 20s and 30s; entrants are instructed to write a poem relating to the topics of hair, hair care and love.
While all entries will be posted on a designated website, Haruna will select a winning composition to feature in an off-line advertising component. The winning entrant will also receive an undisclosed prize.
The site may be accessed via online or mobile. Additional campaign elements to drive traffic to the online destination include print, separate online advertising and Haruna’s personal blog. In-train advertising will also be employed to promote individual Elsève products.
The campaign will run until the end of November.
Other L’Oréal clients in McCann Erickson Japan’s portfolio include Maybelline New York and L’Oréal Paris; UM (Universal McCann) Japan is the media agency of record for all Nihon L’Oréal brands.
McCann Erickson Japan has recently launched digital and blog-based campaigns for Maybelline New York and Lancôme.
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Credits:
Project Elsève Hair Care Ai Haruna
Client L’Oréal Paris, Japan
Creative agency McCann Erickson Japan
Media agency UM Japan
Exposure Print, online, outdoor