Background: Head & Shoulders Sweden has a long standing collaboration with New York Rangers goalie and superstar - Henrik Lundquist.

The insight/challenge:

How do you reach and create a direct emotional connection as well as engagement with a mobile savvy target group in a country with the highest smartphone penetration. How do you also deliver a branded experience in mobile that the target group has not seen before?

The Head&Shoulders Karaoke ad was launched as a mobile media campaign and consumers could engage/sing directly in the mobile ad as they browsed on relevant mobile sites or when using apps. The ad performed as a SIRI solution and worked on iPhone and Android devices. No need to download an app or to browse to another site to engage with the ad.

The ad also collected user data as consumers could enter a competition to win a signed jersey by Henrik Lundqvist.

The results excelled all expectations. Thousands of Swedes got to test their singing skills and become an H&S karaoke star of the day. Interaction rates with the mobile banner was 5x the standard for mobile banner ads.

Reach in TG: 340000 unique users. Dwell time: 2,65min vs global benchmark: 47 sec.

Purchase intent increased by ix 110 (Widespace Brand lift study). 100 happy H&S consumers received a New York Rangers jersey. With the execution, we had brought a never been seen before mobile advertising experience and given the 30 second TVC a run for its money in driving brand consideration. Head&Shoulders is all about confidence in life.