Dove Men+Care: Hair Raising OOH

Dove targeted Filipino men with an experiential billboard to drive awareness of hair loss, generate talkability and boost sales of its Dove Men+Care range of hair products.

Campaign details

Brand: Dove Men+CareBrand owner: Unilever PhilippinesLead agency: Ogilvy Philippines Inc.Country: PhilippinesIndustries: Hair careMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

The men's grooming category in the Philippines is still nascent; most Filipino men use products targeted at female consumers and tend to only use 'male-targeted' products that are specifically formulated to alleviate problems like dandruff.

Key category players such as Head & Shoulders Men and Clear Men have already invested in communicating to male consumers the many side-effects of dandruff...

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