Cannes Lions
TBWA\DUSSELDORF, Dusseldorf / HENKEL / 2008
Overview
Entries
Credits
Execution
The idea was not to go where such promotions usually take place, like for instance in supermarkets or in drugstores/cosmetics markets. Instead, we asked ourselves where the target group is spending their time.Therefore, we moved the advertising activities into shopping malls, lounges and cafés. There, we placed larger-than-life hats and caps that were embroidered with “Taft Volume Power” as the message.
Outcome
This never-before-seen action resulted in increasing sales figures (8%) and substantially more visitors on the homepage (12%).
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