First Choice Haircutters choosing faces in online contest

First Choice Haircutters has launched an online contest in an attempt to find 10 models for a 2013 advertising campaign.   The brand’s “Be the face of FCH” initiative, developed by Toronto-area agency Tag Idea Revolution, began Dec. 9 with the launch of BeTheFaceofFCH.com, as well as national television, magazine and online creative and social […]

First Choice Haircutters has launched an online contest in an attempt to find 10 models for a 2013 advertising campaign.
 
The brand’s “Be the face of FCH” initiative, developed by Toronto-area agency Tag Idea Revolution, began Dec. 9 with the launch of BeTheFaceofFCH.com, as well as national television, magazine and online creative and social media outreach.



 The contest invites consumers to upload a photo to the microsite and explain why they should be featured in forthcoming First Choice Haircutters advertising.
 
“We’re both a corporate and a franchise brand, and our franchisees always say we should have regular people in our campaigns,” said Athena Kalkanis, brand director for First Choice Haircutters.
  
A judging panel consisting of fashion designer Wayne Clarke, fashion stylist Rachel Matthews Burton and talent agent Jeffrey Kolsrud will narrow the field to 50 finalists. Ten winners – one from each of 10 different gender and age categories – will be determined by online voting on the contest microsite. Winners will be announced in June and receive a trip to New York City, a hair makeover, modeling training and a professional photo shoot, as well as the possibility of being featured in a First Choice ad campaign.
 
Matt Orlando, president of Tag Idea Revolution, described the contest as an extension of First Choice’s “This is MY” advertising campaign, which launched last year and also sought to establish the brand’s regular-folk credentials.
 
“We’ve been changing the overall perception of the brand to be far more engaging, far more relevant and more in-tune with everybody, because it’s an ‘everybody’ brand,” said Orlando. “What this does is bring it to the street.”
 
Orlando said First Choice and Tag had hoped for 500 entries to the contest but had already surpassed that.
 
The contest is open to Canadians outside Quebec, as well as consumers in the U.S. – where First Choice has locations in Michigan, Florida and Ohio. Entries will be accepted until Feb. 29, 2012, with online voting to take place in April and May.

Brands Articles

Axe adds Canadian element to ‘Find Your Magic’ campaign

Toronto Raptors branding makes a cameo in spot's #TheNorth version

Cult CEO: Playing it safe is the riskiest move for marketers

Chris Kneeland on why risk-aversion may be limiting growth for brands

Porsche Canada shuffles its executive team

New marketing director hails from Volvo Cars Canada

On The Move: Promotions at Union and District M

A weekly update of who's headed where in Canadian marketing and communications

Sport Chek floods Toronto with 1,891 free basketballs

The stunt served as the kick-off to the retailer's new basketball-themed campaign

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Edo Japan re-signs with Brookline Public Relations

Calgary-based PR shop appointed AOR for sixth consecutive year

Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique