Client: P&G, Herbal Essences
Brief: Create an experiential sampling activity to support the ATL campaign “Tame your Mane”, at a relevant high footfall event/venue.
Insight: Our style-conscious women love going to festivals, but have a hard time keeping their hair looking great.
The idea: A “Tame your Mane” Blow-dry and Styling Bar at The Isle of Wight Music Festival, with professional stylists on hand, to help and give advice. Staff handed out samples at the shower queues and campsites, inviting the girls to come down to the tent, once they’d washed their hair.
Execution: A Safari inspired tent, equipped with everything a girl needs to “Tame her Mane”, brought the ATL campaign to life perfectly. It was cost effective and practical to set up and run in such an isolated location.
99% of the girls who visited the tent rated their experience good or excellent.