SUMMARY By involving the consumer in the development of Hair Salon and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating Hair Salon proposition. This in turn led to differentiated and highly creative Hair Salon which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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Day Spa, Therapy, Massage, Brisbane, facial relaxation, MissMSalon, Aspley, Salon, Day Spa Beauty, hair salon,, Australia, business.

Business Type: Physical Shop/Store

Physical store: supplies and stocks Sports supplements, Maximuscle, Quest vitamins and minerals, fitness equipment, hrm watches, tanita scales, mens clothing, womens clothing.