We placed shop window dummies at house walls in frequented places that looked like people who had stuck their heads into a wall in shame, because of a bad hair day. A poster beside it referred to the dummy and suggested “got2be” hair wax.

During the 14-day promotion in Germany’s largest cities the “headless” men were on everyone’s lips. The click rate on www.got2be.de increased up to 142% during the time of the promotion while brand awareness increased to 26%.