FCB Media and Pandora Internet Radio have launched L’Oreal’s newest product, Colorista – a semi-permanent hair colour – with an experiential music event.
The exclusive event (held last Friday 5 May) saw 100 lucky Pandora listeners and 100 VIP social media influencers attend the launch celebrations at the Orange Coronation Hall in Auckland.
Using Pandora’s data to unearth a hot trending New Zealand artist popular with the Colorista target audience, Pandora teamed up with Universal Music NZ to secure an exclusive live performance with up and coming Kiwi artists Sachi.
Guests were invited to try out the new Colorista product with 10 L’Oréal Paris hairstylists on hand to work their colour magic – all guests had coloured hair from pink to purple and more. Le Vernis nail bar added to the glamour with manicures for guests, alongside a fashion show by local designer Pia.
Pandora Sales Director, James Butcher, said, “The L’Oreal Colorista launch was a fantastic example of the coming together of L’Oreal, FCB, Universal and Pandora to deliver what was a truly world class event.
“In an increasingly cluttered media landscape, activations within the consumer passion point of Music is an incredibly powerful mechanic to deliver cut through and meaningful engagement with a highly influential audience. I salute all our partners who worked across this event in taking this brave step and couldn’t be prouder of the output that we delivered.
Butcher said, “The launch event provided an authentic experience for the millennial audience who we identified by pushing Pandora’s data and audience insights to an innovative level linking to trending music act Sachi.
“The launch was a fantastic example of the coming together of L’Oreal, FCB, Universal and Pandora to deliver a truly world class event.”
“The exclusive performance and fashion show saw L’Oréal fans and key influencers experience the Colorista range first-hand,” Butcher said.
“In an increasingly cluttered media landscape, their target audience of millennials represented a demographic difficult to authentically engage, which led the team to use music as a powerful engagement tool,” she said.
“Audio Streaming enabled them to connect explicit listener trend data to identify the right artist. In addition, this was an audience segment that craves experiences, so the team wanted a platform that would generate earned media and a money can’t buy experience.
“Pandora was uniquely placed with their local market presence and relationships with the local music industry, combined with the ability to leverage their digital platform to engage this audience both pre and post event.”
Media was generated in the lead up to the event through online content, giving consumers the opportunity to attend the Colorista launch event through a combination of Sachi’s social channels, L’Oreal’s consumer base and across Pandora’s 500,000 registered users.
On the night, attendees were encouraged to share images with the hashtags #Colorista and #PandoraRadio.
- See the images from the event here
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