Toronto, ON – tag idea revolution has launched a new campaign for First Choice Haircutters (FCH), the largest hair care salon franchise in Canada. On the heels of the breakthrough, award-winning “This is MY” campaign launched in 2011, the new, high-energy campaign focuses on the positive experience of having your hair cut or styled at FCH. The campaign will continue to elevate FCH’s overall brand perception with the wide target consumer base and set it apart from all other brands in the affordable hair care category. The campaign involves TV, OOH, radio, in-salon, direct, online and social. Additionally, all OOH and in-salon collateral, as well as key direct, online and social initiatives, include the winners of last year’s highly successful Be The Face contest, which featured 10 winners from across Canada in an online voting process that produced 12,000 candidate entries and over 60,000 votes (http://www.bethefaceoffch.com).
“We are so excited to launch this new campaign. The FCH brand has not only grown over the last 2 years, it has matured. This new campaign builds on the momentum of the previous one. Our loyal guests continue to tell us how thrilled they are about the way they look when they leave one of our salons and, more importantly, about how they feel. This campaign, and particularly the TV spots, really drive this home,” said Athena Kalkanis, Brand Director, First Choice Haircutters.
tag idea revolution has been working on the campaign since March and is thrilled with the results. “Working through our truthologyTM platform, we quickly honed in on the insight that the guest experience was directly tied to their perception of quality. Never forgetting, of course, the FCH’s core positioning of being an everyday brand for every day people. We raised the bar two years ago and now we have raised it yet again.”
The campaign launched January 1st with two :30s spots and will be supported by new OOH in February as well as all other supporting media throughout the year.
To view the TV spots:
Spot 1: http://vimeo.com/57018399
Spot 2: http://vimeo.com/57018398
About tag idea revolution
tag idea revolution is an integrated marketing communications agency, including advertising, communications and brand development. Using its truthology platform, tag generates revolutionary ideas driven by undeniable insights (the truth) to inspire groundbreaking creative thinking, spur change, overcome barriers, instigate reactions, and ultimately, produce compelling results.
About First Choice Haircutters
First Choice Haircutters carries a wide range of professional hair care products and offers affordable, professional hair care in bright, modern salons for the value conscious family. FCH’s head office is located in Mississauga, Ontario. FCH’s parent, Regis Corporation, represents over 12,000 salons across the globe. FCH has expanded rapidly across North America since the first salon opened in London, Ontario in 1980 as a low-priced hair salon for the entire family, offering a ‘no appointment necessary’ concept for on-the-go customers. Today, with over 460 locations, FCH is the number one hair salon franchise in Canada.
President, tag idea revolution
416 277 6988
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