Bashful launches ‘The Real Project’ campaign for KMS California – consumers and hair stylists can star in their own ad about themselves
Sydney-based Bashful has launched an innovative online, social media and advertising campaign on behalf of hair care client KMS California; ‘The Real
Project’.
It is an integrated campaign allowing consumers and hair stylists the chance to win and star in their own ad about themselves – sponsored by KMS.
The newly relaunched KMS California range helps consumers define and express their own individual style. In keeping with the theme, ‘The Real Project’ will be asking consumers one simple question “Who are you?” Contestants are invited to upload a 15 second clip answering just that, with the best 15 videos to feature in a prime time television advertising campaign.
‘The Real Project’ will be launched via an online advertising campaign on Yahoo7, Youtube,
Facebook, The X Factor Website, Unseen TV and a homepage take over of Pedestrian. The
campaign directs contestants to a dedicated micro-site produced by Bashful. It will be preloaded with 15 content examples produced by Pedestrian as well as an instructional video narrated by Australian actor, screenwriter & director Brendan Cowell.
Once on the micro-site entrants will then upload their videos to a gallery for voting and the chance to win. The 15 videos with the highest votes will feature in a TV campaign that goes live on November 26th on Channel GO! during prime time. The 15 winners will run over 15 nights.
Says Simon Bookallil, director of Bashful: “The new KMS California range is all about defining and expressing your own individual style. We wanted to bring this thought to life, so we handed the controls over to the consumers – crowd sourcing a campaign and giving KMS California the ultimate opportunity to celebrate real self expression. We asked our consumers one simple question? Who are you? – You’ve got 15 Seconds.”
Louise Chamberlain, marketing director for KMS California says: “We wanted to give people
the space and tools to broadcast and share their individuality to and with the world. KMS California celebrates individuals and is passionate with real people, real lives and individual style. The KMS brand encourages people to accept and express who they are and The Real Project will be the perfect launch pad for them to do so.”