In these films we see the scandal at the annual pageant of Pliktisijiteur. Here young men compete for the title of Mr Plikt with traditional rounds of Talent, Swimsuit and Beauty. The foundations of this dull, rural village are rocked when Luke deviates from the hair norm with the help of VO5 Extreme Style. He is banished forever but not before he gets the girl and they run off into the sunset.

The first sign of the village of Pliktisijiteur was in our Teaser advert, released a week before the TV spot broke. A very homemade commercial for the village’s annual pageant in an effort to entice members of the public to come. This linked to the village’s ‘official website’. The 90 went online a week before the 30” went on TV, so it was the first viewing of the campaign. The 30” TV then spot premièred quite suitably on X-Factor. To get across the reason for Luke’s banishment we added a short documentary telling the story through eyes of the villagers and giving some insight into the traditions of the village and the history of the pageant. 'How to' videos were released featuring our hero Luke. Including a QR code on pack that led people to the relevant video online. A Facebook site was launched for VO5 Extreme Style’s brand.

Within 1 month ‘Pageant’ was embedded in almost 35,000 web properties. The fictional word ‘Pliktisijiteur’ became a Google instant recommended word due to this high indexing. Currently 650,000 views of branded, unbranded and styling content on YouTube. The 90” became the 4th most viewed UK comedy video on YouTube within 5 days of launch. Currently 10,000 campaign mentions on blogs, forums, news channels and Twitter plus a 5,000 strong Facebook community Following the launch of the integrated ‘Pageant’ campaign, Christmas sales reached £3.92m – a 10% increase on 2010. Source: IRI.