In a market led by international brands, OTOWIL is a company that aims at the middle and lower segments of the Argentine social pyramid, but had never engaged in mass communication through above-the-line (ATL) media channels before.
In the context of migrating towards secondary brands, we crafted a campaign leveraging a brand spirit that stood apart from traditional brands. We injected color, fun, and youthful energy into a category that can sometimes feel “too much of the same.” The media planning targeted TV channels and mass media outlets, focusing on the middle to lower segments of Buenos Aires City (CABA) and Greater Buenos Aires (GBA).
OTOWIL stands out as one of the fastest-growing brands in the Argentine hair coloring and treatment market. The brand has solidified its position in the local market and has initiated expansion efforts into Latin America. The campaign has significantly boosted brand awareness, with results that are set to continue consolidating throughout 2019.