A media campaign
Good news: there’s no need to go to Tahiti, because Tahiti comes to you! Hei Poa, Laboratoires Gilbert’s renowned brand, launches its new campaign dedicated to travel and everyday escapism. Orchestrated by our creative agency and Premium media agency, this omnichannel campaign uses a variety of DOOH, Digital, Social and POP media.
87seconds brings Tahiti
into your daily life with Hei Poa!
The main aim of this campaign is to promote the new Sun Stick and the brand’s star product: Hei Poa Pure Monoi Oil. Contrary to popular belief, monoï is not at all for sunbathing…⛔ On the contrary, its purpose is to moisturize body and hair on a daily basis, even in winter. That’s precisely the challenge that 87seconds and Hei Poa set themselves for this campaign: to change people’s minds about this iconic product. The result: a campaign in which Tahitian nature comes to town!
Chloé Chaniot, Creative Director at 87seconds explains: “We orchestrated this campaign to transform every use of Hei Poa products into a daily, enriching and sensorial beauty ritual. The objective was to fuse the exoticism of Tahiti with the urban rhythm, creating a brand experience that intelligently adapts to the needs and contexts of our consumers.”
An innovative digital device
that adapts messages according to the weather
Thanks to a targeting mix based on data and weather conditions, the campaign highlights Sun Stick on sunny days, and Pure Monoi at opportune moments.
“Hei Poa brings Polynesian beauty to everyday life, transforming the brand into a beauty must-have all year round,” says Cédric Beord, Sales & Development Director at 87seconds. The campaign combines real images and original illustrations to depict Tahitian vegetation invading walls and buildings, creating an exotic atmosphere in the heart of the city.
The media campaign orchestrated by Premium combines increased visibility on digital platforms and social networks, as well as a presence on DOOH screens strategically placed near points of sale, and in pharmacies with Cmedia.
