Just one week after the US elections, we launched a post-election Farewell Bush campaign to celebrate the end of the ‘Bush’ era – the first of its kind worldwide.

Stores were transformed into campaign headquarters. Shortly after, we started political-style campaigning in the streets. Campaigners went to high-traffic areas armed with placards and sandwich boards, giving out flyers and buttons and chanting slogans “NO MORE BUSH” and “BYE BYE BUSH”. Campaigners also plastered lamp posts, cable boxes and traffic lights with flyers and tearsheets.

Together, these different media worked together to create an authentic pseudo-political campaign.

The controversial campaign caused a media sensation. National media, trade magazines and blogs from as far as Canada and China covered it. It even had its own following, as some leaflets started appearing in unplanned locations, presumably put up by the appreciative public.

STRIP reported countless feedback from the public and media regarding the campaign. The stunt not only retained but strengthened STRIP’s market leadership position – an outstanding result at a time when most other waxing salons were getting badly hit by the economic crisis.