TBC has served as the Agency of Record for Hair Cuttery, the originator of the value hair salon chain concept, since 2008. During this time, TBC has developed numerous creative strategies and advertising campaigns that have repositioned the Hair Cuttery brand as a category leader that consistently offers its customers great value, exceptional service, fashion-forward styles and convenience.
During a 6-month period in 2008–2009, TBC developed a promotional strategy to leverage the relationship with Washington Capitals superstar Alex Ovechkin. Despite signing the largest player contract in NHL history ($124M over 13 years), Alex Ovechkin remained a loyal and satisfied Hair Cuttery client. Building off this relationship, TBC developed an integrated campaign with broad appeal to further strengthen Hair Cuttery's brand positioning.
This campaign ran in the Washington, DC area and included online, outdoor, in-salon POP and a customized microsite called Oviestyle.com. The creative leveraged strong visual and verbal hockey cues to appeal to local fans while maintaining a casual style sensibility to resonate with a broader target audience.
hair cuttery // mobile billboard
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hair cuttery // microsite & outdoor
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The Ovechkin campaign garnered successful results. Total sales at Hair Cuttery salons in the metro Washington, DC region increased 8.5% during the promotion period while the brand's net promoter score among primary customers in the area was up 28%—the largest gain of any measured Hair Cuttery DMA during this time frame.
900 S. Wolfe Street
