Using the uniqueness of the product, we developed a state-of-the-art activation featuring completely new technology that emanated from the oxygen shampoo bubbles. The Stockholm Central Station provided an excellent venue for us to create our interactive digital experience. When standing in front of the screen, a Kinect camera transformed bodies into oxygen bubbles visualized a major digital wall (13 m2) in real time, making people stop to play and truly realize Dove’s oxygen potential.

Furthermore, Dove implemented station facade projections for the first time, sampled products, introduced hair yoga and dominated all commercial surfaces inside the building.

We did go big, but we didn't have to go home!

• Our unique oxygenation installation engaged consumers. At least 356,000 people passed our screen and 12,300 people stopped to interact with the installation for longer than 10 seconds, learning more about the oxygen benefits of the Dove shampoo.

• 18,800 samples were handed out.

• 67% of those who saw the communication felt that it conveyed a positive image of Dove.

• Dove consideration more than doubled for those who had seen the communication.

• Overall, Dove’s ad awareness increased by 25% and both sales and market share improved.