On regular bus-stop panel posters, we stuck easy-to-peel-off stickers looking like dandruff flakes (on hair-area of model on poster). The front of the stickers urged consumers to ‘Take It Off’. Passersby were prompted by larger poster headlines to ‘Take It All Off’.

From the back-of-stickers, consumers retained the brand’s message ‘Take Off 5 Signs of Dandruff’, and promotional details of a product redemption event.The same sticker prominently interrupted front-page news in a leading tabloid.

Immediate impact was evident. 80% of 5000 stickers were taken off within a week.4,000 people turned up with stickers for 1,000 shampoo sets.

Top-of-mind recall indexed 150 (against category norm of 120). Sales took off with 50% volume share increase (target was 20%).