Aussie, the only hair care brand to choose interactive as their primary media and create a huge success story without TV – a 1st for P&G Beauty.

Sampling was the focus, driving consumer trial and building loyalty towards Aussie’s Hero product. Strategic media formats placed on female-targeted websites communicated and reinforced the brand’s heritage by encouraging consumers to enter and win an Australian holiday, or request a sample.

The thrill of discovering and recommending this relatively-unknown ‘three minute miracle’ product was enhanced through word-of-mouth functionality. Consumers were also driven online by submitting unique numbers generated on their mobiles from interactive posters.