(Heat Advertising Press release, Bucharest – June 14th 2004)
Heat Advertising coordinated the field implementation of the Sunsilk Volume+ action, between March 25th and June 1st 2004. Simultaneously developed in 50 cities, the campaign facilitated the direct dialogue between consumers and Sunsilk ambassadors, in the selected locations (proximity stores - Local Key Accounts, hypermarkets and cash&carry), universities and areas of intense pedestrian traffic, attentively chosen in each city.
Within the concept "Wanna be well seen? Add "WOW!" to your hair and your personality!", the campaign was carried on in two stages: 1. Sunsilk Volume+ sampling; 2. special offer: the costumers had the chance to win Thermoprotect Phillips hair driers, simply by buying a product and filling in a coupon in a participant store.
The prizes totaled 1160 hair driers, and the promotional teams succeeded in bringing closer to Sunsilk over 200.000 costumers from all over the country. All the coupons from the participant stores will enter the big national drawing of lots. One lucky Sunsilk costumer will win the big prize, a Citroen C3 full of personality, and another 600 Sunsilk friends will win hair driers and Sunsilk packs (shampoo, conditioner and active volume cream).
The campaign will finish by an organized activity, close to the Unirea Shopping Center Bucharest, the place where the Citroen C3 will be exposed, and where the consumers will have the opportunity to participate to the program and meet the promotional Sunsilk team.