‘Biothymus M’ is a hair loss solution product for men. And compared to its competitors, the brand hasn’t done any form of communication for some time, resulting to not being considered when it comes to buying hair loss solution products.

We needed to create awareness, and engage our consumers to make Biothymus the brand to be remembered when it comes down to hair loss problems.

We had a specific target – young men aged in their twenties and working in the CBD area.

Young men think that hair loss is a problem far from them, so we needed an idea that would relate a product that isn’t on their consideration. With white-collar men as target, we created an activation that would disrupt their daily routine and breakthrough the clutter of an environment inundated with advertising messages. And because the brand has been inactive for a long time, we created this activation to engage our target in an unconventional and surprising way.

The Bald Barbershop was set up for 3 consecutive days in the busiest part of Bangkok’s CBD, and young men could choose 1 of 7 bald hairstyles to win a cash prize.

The Bald Barber shop was promoted through social media and gained huge interest as thousands of consumers challenged their friends to take on the dare.

We documented the participants as they took on the dare, which then became shareable and entertaining branded content on our social media channels.