We utilized the power of WOM by surprising consumers in buses and streets with a humorous role play. Consumers were entertained by “Dandruff Busters” which included life-size representations of a Dandruff flake and the Head &Shoulders bottle which makes it disappear! [Please see attached video – Be prepared to laugh out loud!] Additionally, we sought to connect with our male target consumers, heaviest users of dandruff shampoo, in areas of special interest areas, i.e. in front of football stadium entrances with a dandruff getting a “”red card”! We also sent texts before and after the matches with Head &Shoulders beating Dandruff 100% vs. 0.

Again, Dandruff Busters to the rescue. But the laughter didn’t stop there. We integrated the “real life” experiences into relevant TV programs to maximize our message and deliver our messages to the wider audience thus created one of the most talked about campaigns of the year.

We conducted research in conjunction with our client and discovered that awareness of the product after the campaign was 99% within our consumer group, with purchase intent up to 76% among the people who have seen the activity. With a limited budget, we have reached 5 milion people.