Dove Hair Care Activation
This was an event that was designed to trump Pantene. The client wanted to promote their product during the week of May 24th through the 29th. We learned this was also National Hurricane Awareness Week.
We thought a hurricane was a great illustration of “hair damage,” and be an ideal way to introduce Dove as the solution. Bad weather really does affect hair, particularly humidity, sun, and wind, so it’s really not that much of a stretch.
We decided to use Sue Sylvester from Glee to promote the idea. She is a real advocate for “always being prepared.” We decided that Sue Sylvester would appear with Al Roker in Times Square to promote Dove as hair care that can help us all be “hurricane ready.” She could also appear online on weather sites to talk about being prepared for hurricanes with Dove products.
To illustrate this, we would put a massive hurricane simulator in Times Square. We’d take pictures of people whose hair is blown in the wind tunnel and post it on JumboTron.
We’d create a simulator Photoshop filter online that would let people post pictures, doctored to look like they were in a hurricane. Sue would also be filmed talking to people about hurricane awareness on the street as well using her Sueisms. For example: “Mother Nature I’m sooo onto you!”
Time Square event.We partner Sue Sylvester with weatherman & Today host Al Roker
Mock web ads on the weather.channel.com
Dove Hurricane simulator in Times Square.
*We hand out Dove preparedness kits with product sample and coupons