Schwarzkopf were seeking an attention-grabbing platform to reach customers during summer, so we immediately rushed to their aid with the idea of a bespoke Schwarzkopf Hair Care Emergency Ambulance. What better way to come to the rescue after a day at the beach, and to counter the effects of sun, sand and sea, than a mobile hair team ready to repair Kiwi summer hair woes?
We sourced and branded a classic vintage Mercedes ambulance, and packed it with a crew of knowledgeable ambassadors and stylists. The team travelled to New Zealand’s favourite summer destinations, where women (and a few men) were treated to the ultimate in holiday relaxation – serious pampering by a senior stylist – leaving the mobile salon with a fresh beach, festival or barbecue-ready do.
To prevent unwanted interruptions to hair treatments, kids – and anyone wanting to indulge their inner child – were invited to play classic Kiwi beach games or relax on beanbags in a branded chill-out zone.
Not content with targeting sun-loving holiday-makers, we negotiated access to a selection of the country’s most popular summer events, including Auckland’s Music and Movies in Parks series and Ellerslie Racecourse’s Auckland Cup Week TV3 Derby Day and Diamond Day, where the Schwarzkopf Hair Ambulance was on hand to style the 5000-7000 glamorous race-goers who turned out at each event.
The Hair Care Emergency Ambulance also traversed the length of the North Island to leverage Schwarzkopf’s sponsorship of the CLEO Rimmel London Model Search.
The power of the positive brand interactions during the campaign made this a winner, with strong word-of-mouth following the personal hair-care interactions, and distribution of more than 13,000 samples by Schwarzkopf ambassadors in the first two months.