John Frieda – Hair Envy
Creating a viral and engaging experience with consumers and making them part of the campaign was a priority for our Premium Haircare client, John Frieda. The client wanted to strengthen brand awareness and re-establish John Frieda as a premium product among its competitors. Many consumers knew their products—or even used them—but they were less familiar the masterbrand.
In partnership with Free For All Marketing, Gaggi Media created activations in Toronto, Vancouver and Montreal where women were invited into styling tents to have their hair styled. The final looks were captured and edited to look like John Frieda ads. Activations were created at Maroon 5 concerts, and were rebroadcast on the arena TV screens. In Toronto, we took this one step further with activation at Yonge & Dundas Square, outside the Eaton Center, where the final looks were livestreamed onto the digital billboard on the North East corner of the Square.