At Dance Valley, festival visitors could visit Wella New Wave for an extensive touch-up, so they could dance completely ‘on fleek’ all day and night. Professional stylists styled the hair of all visitors into a festival look. In addition, as a visitor you could capture your ‘New Wave’ look on the Klikkie photo booth.
By coming up with this interactive brand activation, Wella New Wave’s target group was able to get to know the brand in an unforgettable way. Visitors to the ‘Touch-Up Truck’ were given the products to take home. This ‘tryvertising’ (try-before-you-buy advertising) works effectively to encourage the target group to purchase the products.