GOAL
In the past year we have been able to guide Wella New Wave in repositioning the brand, during an extensive strategy process. In order to generate more publicity for Wella New Wave, we have created the impressive ‘Wella New Wave Touch-up Truck’ in collaboration with them. We have organized this brand activation from A to Z based on the needs and wishes of the market. This brand activation offers the opportunity to connect with your target group in a personal, authentic and memorable way.
CONCEPT
At Dance Valley, festival visitors could visit Wella New Wave for an extensive touch-up, so that they could dance all day and night completely ‘on fleek’. While enjoying delicious snacks and drinks, the hair of all visitors was styled into a festival look by the best hair-artists in the Netherlands. In addition, as a visitor you could have a 360 degree video made of your new ‘New Wave’ look!
By devising this interactive brand activation, Wella New Wave’s target group was introduced to the brand in an unforgettable way. The products were given to the visitors of the ‘Touch-Up Truck’ to take home. This ‘tryvertising’ (try-before-you-buy advertising) works effectively in stimulating the target group to purchase the products.
RESULTS
Total reach Influencers: 6.283.900
Total media value: € 78.000