A lady with a short scruffy hair cut is walking alongside a store when she catches herself in a window reflection. The reflection enthusiastically motions her into the nearby First Choice Haircutters, where she is then seen with giant smile and a polished new do before it jumps to the tagline: “Happy looks good on you.”
The newest First Choice Haircutters (FCH) campaign, created by Toronto-based agency Tag, isn’t about getting the best stylish haircut; it is simply about leaving the salon satisfied. “For most people, if they look good they feel good, so getting a really good haircut and having a great experience makes you happy,” said Athena Kalkanis, brand director at FCH.
Tag reached out to 2,500 customers and asked why they return to FCH. The answers predictably focused on price and convenience (FCH is one of the largest affordable hair care salon franchise in Canada with 440 locations), but an overwhelming majority also mentioned what a great job their stylist did to make them feel good.
“It’s the overall experience that is important. You want to be greeted, you want friendly warm service, and you want a technically good haircut. If you get that whole package you’ll feel great when you walk out the door,” Orlando said.
This new creative builds on two past campaigns, all following similar themes: high energy ads shot on white bright backgrounds that allow the viewer to concentrate on the hair and facial expression. “We are focused on the heads and faces, not the frivolity of the surroundings of the salon,” said Tag CEO Matt Orlando.
The previous initiatives were mainly about awareness. One aimed to dispel the idea that affordability meant lower quality, while the other demonstrated the great salon experience. Now, Tag is layering on promotional offerings, quarterly events and social media.
The newest campaign launched Feb. 16. It includes two 30-second television spots, OOH, social media, radio, direct mail and online.
