Our brief was to to introduce a new line of hair products by the pharmacy Apotek Hjärtat.

We decided to give the subway commuters in Stockholm a bit of a surprise, so we equipped the digital screens on the platform with ultra sonic sensors – smart little devices that enabled us to monitor the train’s arrival. Upon arrival the short film clip on the screen changed, from beauty picture to hair blowing in the wind. A shampoo truly bringing hair to life.

We made a short movie that was showcasing the media solution, and peoples reaction to it, and released it online to help spread the campaign message.

Until today the movie showcasing the creative solution has over 2.5 million unique views in 190 countries. All this without any media spend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign.

By making the screen on the subway platform come to life when the subway entered the platform, we created a personal and engaging experience for each person waiting for the train to arrive. Not only did the creative solution emphasize the most important aspect of Apolosophy haircare products, that they make your hair come to life, it did it in such a way that together with the sampling on the platform we created an experience that would not easily be forgotten. To increase reach of the direct campaign a movie was shot showing the creative solution, and peoples reactions to it.

Until today the movie showcasing the creative solution has over 2.5 million unique views in 190 countries. All this without any mediaspend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign. The hype that was created helped Apotek Hjärtat, despite the small budget to reach out to the target audience, to beat the sales target with as much as 40%. The campaign increased consideration for Apotek Hjärtat as a brand, and strengthened one of their most important associations, that they are a sympathetic brand.