Schwarzkopf Promo POWER & VOLUME PORTRAITS by DDB Dusseldorf

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR
Market Germany
Agency DDB Dusseldorf
Executive Creative Director Eric Schoeffler
Creative Director Anke Lieb, Michael Roeder
Art Director Maya Darli
Copywriter Leandros Charalambis
Released December 2009

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: SHAMPOO
Date of First Appearance: Dec 18 2009 12:00AM
Chief Creative Officer: Amir Kassaei (DDB Germany)
Executive Creative Director: Eric Schoeffler (DDB Germany / Düsseldorf)
Creative Director: Anke Lieb (DDB Germany / Düsseldorf)
Creative Director: Michael Roeder (DDB Germany / Düsseldorf)
Art Director: Maya Darli (DDB Germany / Düsseldorf)
Copywriter: Leandros Charalambis (DDB Germany / Düsseldorf)
Art Buyer: Anette Grütter (DDB Germany / Düsseldorf)
Account Manager: Sönke Bruns (DDB Germany / Düsseldorf)
Brand Director International: Michael Kellner (Schwarzkopf)
Corporate Senior Vice President: Tina Müller (Schwarzkopf)
Media placement: Lightning Sketcher - "Arcaden" Shopping Malls - 18.12.2009

Describe the objective of the promotion.
Demonstrate that Schauma Power&Volume has an effect on flat hair.

Describe how the promotion developed from concept to implementation
We situated a lightning sketcher in a shopping mall who painted portraits of women. What they didn't know: he painted the hair full of volume - due to SchaumaPower&Volume.

Describe the success of the promotion with both client and consumer including some quantifiable results
15.000 visitors per day were reached in the malls. Thousands of hearts were opened with a smile. Hundreds of portraits were given away to remind people of the incredible performance of Schauma “Power&Volume“ day by day. Sales of Schauma increased up to 8% in the nearby drugstores. And – client was so pleased that the action will be continued as an online-promotion.

Explain why the method of promotion was most relevant to the product or service
We made the advantage of Schauma Power&Volume visible for all. Besides the portraits will bring Schauma in mind to the people every day.