GHD launches biggest ever campaign

Haircare brand ghd is launching its “biggest ever” marketing campaign to support its new midnight collection in the run up to Christmas.

The £3m ad campaign, created by RKCR/Y&R, features the new gold hair straighter from ghd in TV, outdoor, press and online activity.

It continues ghd’s “twisted fairytale” theme and features fairytale princess Cinderella who goes to style her hair at the stroke of midnight.

A 60-second television spot will break on Saturday (23 October) during the X-factor.

The campaign includes three different TV executions designed to “establish and focus” the product message.

Online activity includes Facebook home page takeovers and outdoor activity includes a takeover of London’s Bond Street tube station and other tube stations in high footfall shopping destinations to capitalize on Christmas shopping.

The ad also features the track “Lucky you” from LA-based band Le Rev, which is signed to the independent record label Two black Cats set up by RKCR/Y&R.

Mike Cohen, ghd chief marketing officer, says, “The Cinderella creative – which turns another conventional fairytale on its head and demonstrates perfectly how ghd confidence can help women everywhere to become the “Belles of the ball” this Christmas.”

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  1. […] Si, si es la mas cara, te costo un pastizal, casi tuviste que decidir entre comprarte el movil nuevo o la plancha, peroooo, no es la mejor plancha del mercado, es la MAS cara, y en eso han basado toooodoo su branding, en aprovechar vuestra creencia de caro= bueno o cuanto mas caro= mas bueno y eso no va así, Not any more¡ Cuanto mas caro, más pasta ha tenido que invertir la marca en que tu la conozcas, en que tu la necesites y por ello debe repercutir ese pastizal en cada unidad que vende al cliente. Esta tal la confianza que tiene en que vais a comprar estas planchitas caras, que esta inversión muestra a la perfección, dicha confianza que GHD tiene en la publicidad y hasta qué punto confía en ella para alcanzar sus objetivos. EJ: GHD invirtió sólo para su planchita dorada 3 Millones de LIBRAS EXTERLINAS en publicidad.  […]

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