Algerian Barber Radio Ad

Description of Brief:
I was required to choose a local single store brand and consequently create a campaign that promotes buying from smaller businesses. For this brief, I decided to work with a brand known as Algerian Barber, a local barbershop located in the suburb of Sunninghill, Johannesburg. When researching Algerian Barber, I found that whilst they had quite good reviews from previous customers, there was an influx of comments surrounding the pricing of the services provided, with many saying that the brand was too expensive for what they offered. On top of this, when researching what consumers look for in barbershops, I found that many consumers felt as if barbershops had gotten “too fancy” with their service, which translated to more time being spent on haircuts. This was a gripe with the consumer base as the target audience for barbershops such as Algerian Barber is typically your average working man, who just wants a quality haircut before going about with the rest of their day.
Objective:
Thusly, the objective of this campaign became to ensure consumers that Algerian Barber is worth their price point by advertising the quality of their services, whilst also showing consumers that Algerian Barber knows their customers are busy, and that they won’t interfere with their busy lifestyle by providing services that aren’t necessary for a quality haircut.
Insight:
The insight I then derived was that people want to be spoken to directly, as if they know exactly what they are getting, they will feel more at ease with their choice in barbershop. This was an important insight, as from my research I saw that the unnecessary inclusions of up-scale barbershops tend to confuse consumers, as they become unsure of whether they are paying for a good haircut, or simply bells and whistles.
Concept:
And so, the “We Just Cut Hair” concept was born. By promoting the fact that Algerian Barber is a brand that provides a consumer with only quality haircuts in a humorous way, the concept actively speaks to the consumer insight by speaking directly to the consumer, whilst also creating a personal relationship through the humorous approach.