This idea is appropriate to Promo & Activation because it was created so the women of our target would understand our most important benefit, “long lasting color” in a very dynamic and different way, generating immediate response from them.

We did it in a place where women had easy access to the product near by.

Data impacted the result because without it, this action would have never come to life, because of the use of DATA we had the results we were expecting and created a new way of printing linked to technology that had never been tried before. This impacted the target passing by on a very impactful visual for a beauty brand, to look at a model disappear gradually caught the attention of the thousands of people walking by the bus shelter and communicated a very common hair color message, in a very uncommon way.

The use of data was the most important thing on this bus shelter, without DATA we wouldn’t have been able to do it, the technology allowed us to create something that had never been tried before and it allowed us to communicate Excellence’s most important benefit in a very innovative way, and that’s what the brand was aiming for. The journey of the data began on an APP that was connected to programmable circuits to raise temperature, the circuits were connected to a system of heated plaques that where put behind our thermochromatic bus shelter driving heat to it. From the app we controlled the temperature so when the heat was above 43O the thermocromatic ink started to react and disappear, and it disappeared completely after 900.

Having the DATA allowed us to do this gradually and totally control how the image in the bus shelter disappeared (but the hair) bringing our benefit of “long lasting color” to life.