The idea is built around the character of Cinderella and possibly the most famous party scene in history. However in this story the ball isn't ruined for Cinderella when the clock strikes midnight for as her dress disintegrates she flees the party and stumbles upon a powder room in which she discovers the baroque looking ghd Midnight collection. The styler gives her the confidence to transform herself,creating an edgy party look with a few found items close to hand she struts back into the party,ignoring the now besotted Prince Charming.

We created a 2 minute 45 second pop promo for the track “Lucky You” by the US indie band, Le Rev, and featured the ghd gift collection in the promo as a piece of product placement. The promo ran on YouTube, ghdhair.com and ghd’s Facebook page and at the hairdressing trade show, Salon International.

We also set up a record label “Two Black Cats Records” to launch the band and promote the track, which was released as a single on iTunes.

The promo and single release generated millions of pounds of free publicity in trade and consumer press. It was also picked up by bloggers and radio stations, generating over 250, 000 hits online.

The gift collection completely sold out over the Christmas period, with ghd sales up 38% on last year.

According to ghd sales director Andy Campling, “The Midnight Campaign was the most successful campaign to date, not only in terms of sales figures but the true integration of the communications and advertising campaign. The strong campaign idea and execution had people walking into salons demanding the new Midnight Collection, meaning that salons re-ordered stock literally a couple of days after receiving their initial order.”