| MIAF Awards 2011 | ||
|---|---|---|
| MIXX Awards (Internet): Interactive Tools | OOH, On-Trade, Experimental, Innovative and Interactive Solutios and Campaigns | First place |
| Promo campaigns | Best campaing in direct-marketing | Second place |
| Nonstandard mediums | Nonstandard media | Second place |
Challenge: Deliver Got2B Glued product super-hold hair-styling benefit, and drive cool Got2B brand image by generating buzz on- and off-line. Strategy: To keep consistent with Got2B modern and fresh image we decided to be fun and surprising and to prank our target just like they usually do with their friends. Creative idea: Stylish Got2B Glued Photo-booths were placed at the places popular among youngsters. Right before the picture was take strong airflow from the hidden fans messed up the hairdo. The picture with ridiculous hair-look was printed together with a message: “This would have never happened if you use Got2B super-hold Glued styling spray”. Photos were uploaded on Got2B Hairlooks web-site with opportunity to comment and share them via social media. Media: In-door interactive Photo-booths, Hairlooks micro-site, direct prints with ‘bad hairlook’ photos. Real-time generated posters and display ads (www.lookatme.ru), social media communities: Hairlooks (group on VKontakte.ru) - over 60 000 members. Results: brand awareness growth - 10%, sales growth - up to 40% (in sales points next to the photo booth), likes and followers - 50% growth, web-site visitors number grew 3 times