NEW YORK: Pantene, the hair care brand owned by P&G, has won the Grand Ogilvy at the 2015 ARF David Ogilvy Awards for a campaign that helped women tackle weather-related bad hair days.
The annual awards covered 14 categories, with a total of 12 Golds awarded to celebrate "the extraordinary and/or creative use of research in the advertising development processes" of research firms, advertising agencies and brand owners. The Grand Ogilvy Award, presented last night at an event in New York, goes to the highest scoring Gold winner.
Looking for a way to demonstrate its relevance to customers, Pantene's research identified the weather – uncontrollable and unpredictable – as a major culprit in bad hair days.
So its agency, Arc Worldwide, developed a campaign, Beautiful Hair Whatever the Weather, in which Pantene tied up with The Weather Channel across mobile, tablet and desktop, to provide geo-targeted "haircasts", while also recommending the right Pantene product to match at Walgreens, thus reviving its fortune at this key retailer.
Unilever, one of P&G's rival, was awarded Golds in both the food & grocery and household categories. In the former, its Knorr Sides brand was repositioned to help busy mothers break dinner monotony with simple meals. The campaign had a near-immediate effect, increasing brand and category sales and improving perceptions of the brand.
In the latter category, Unilever's global Dirt Is Good campaign was based on the idea that children everywhere can learn important values and lessons whilst getting dirty, with ad creative linking that to mothers wanting the best for their children. As a result Unilever increased its market share and added €1bn in revenues.
Bank of America was honoured in the financial category thanks to a campaign promoting its BankAmericard Better Balance Rewards product which – among other features – lets users earn $25 per quarter for quickly paying down their balance.
Golds also went to coffee specialist Keurig, automaker Toyota, retailer Kmart and sports broadcaster ESPN.
Subscribers to warc.com can read all the winning papers from the 2015 ARF Ogilvy Awards here.
Data sourced from ARF; additional content by Warc staff