Schwarzkopf: POWER & VOLUME PORTRAITS

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: SCHWARZKOPF

Product/Service: SHAMPOO

Agency: DDB GERMANY DÜSSELDORF

Date of First Appearance: Dec 18 2009 12:00AM

Entrant Company: DDB GERMANY DÜSSELDORF, GERMANY

Chief Creative Officer: Amir Kassaei (DDB Germany)

Executive Creative Director: Eric Schoeffler (DDB Germany / Düsseldorf)

Creative Director: Anke Lieb (DDB Germany / Düsseldorf)

Creative Director: Michael Roeder (DDB Germany / Düsseldorf)

Art Director: Maya Darli (DDB Germany / Düsseldorf)

Copywriter: Leandros Charalambis (DDB Germany / Düsseldorf)

Art Buyer: Anette Grütter (DDB Germany / Düsseldorf)

Account Manager: Sönke Bruns (DDB Germany / Düsseldorf)

Brand Director International: Michael Kellner (Schwarzkopf)

Corporate Senior Vice President: Tina Müller (Schwarzkopf)

Media placement: Lightning Sketcher - "Arcaden" Shopping Malls - 18.12.2009



Describe the objective of the promotion.

Demonstrate that Schauma Power&Volume has an effect on flat hair.



Describe how the promotion developed from concept to implementation

We situated a lightning sketcher in a shopping mall who painted portraits of women. What they didn't know: he painted the hair full of volume - due to SchaumaPower&Volume.



Describe the success of the promotion with both client and consumer including some quantifiable results

15.000 visitors per day were reached in the malls. Thousands of hearts were opened with a smile. Hundreds of portraits were given away to remind people of the incredible performance of Schauma “Power&Volume“ day by day. Sales of Schauma increased up to 8% in the nearby drugstores. And – client was so pleased that the action will be continued as an online-promotion.



Explain why the method of promotion was most relevant to the product or service

We made the advantage of Schauma Power&Volume visible for all. Besides the portraits will bring Schauma in mind to the people every day.