OBJECTIVE: Great Clips is a hair salon franchise with over 3,000 locations in the US. To be successful, it must compete with other franchise chains and with individual local salons. The purpose of this advertising effort is create a print campaign to differentiate Great Clips from other chains, and make it seem more like a local salon.
TARGET AUDIENCE: Men and women ages 25-45 in mid-sized metropolitan areas. HHI <$100K. Education: some college. Looking for a new hairstyle and/or stylist. Disappointed with their current hair salon.
INSIGHT: Customers don’t want to spend $100 for a haircut or go to some fussy salon.
REASONS TO BELIEVE: You don’t get the same haircut as every other customer- you get a style that’s as unique as you are. Every cut is and original.
BIG IDEA: Great Clips genuinely cares about your haircut and your experience. The ClipSide is the opposite of every bad hair experience you’re used to and above all else it is personal to each costumer. Each costumer will enjoy the experience as well as the results of their new haircut