Category: Ambient Media (Large Scale)
Advertiser: SCHWARZKOPF
Product/Service: HAIR STYLING PRODUCT
Agency: KIJJAA! DIGITAL MIRACLES
Creative Director: Rob Ikki (Kijjaa! Digital Miracles)
Copywriter: Vera Karpova (Kijjaa! Digital Miracles)
Head Of Strategic Planning: Katya Bazilevskaya (Kijjaa! Digital Miracles)
Producer: Diana Zubkova (Kijjaa! Digital Miracles)
Producer: Liza Nikolova (Kijjaa! Digital Miracles)
Art Director: Olga Midlenko (Kijjaa! Digital Miracles)
Senior Brand Manager Hair Styling: Natalia Markova (Schwarzkopf/Henkel Russia)
Hair Styling Brand Management: Olga Zapryatkina (Schwarzkopf/Henkel Russia)
: Alexander Babaryko (Kijjaa! Production)
Media placement: Ambient Media - Shopping Mall "Royal Park", Russia - 05.08.2011
Describe the brief/objective of the direct campaign.
To demonstrate Got2B Glued product super-hold hair-styling benefit, and drive cool Got2B brand image on - and off-line, we decided to to prank youngsters just like they usually do with their friends.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Got2B Photo-booths were placed at the places popular among youngsters. Right before the picture was taken airflow from the hidden fans messed up the hairdo. The picture 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 share them via social media.
Explain why the creative execution was relevant to the product or service.
Got2B products are inspired by street style and their mission is to add fun to the everyday life of youngsters, so to keep consistent with the Got2B modern and fresh image we decided to be fun and surprising and prank our target just like they usually do with their friends.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Brand awareness growth - 10%
on-line sales growth - up to 40%
'likes' and followers - 50% growth
website visitor number grew 3 times.