From October 31st to November the 4th, Mexico City’s government decided to rebuild part of the infrastructure, shutting down the entire city water supply for 5 days.

Mexicans are amongst the highest rate of shower per capita in the world.

Without water, the perfect opportunity for a very low budget and virtually unknown brand like Batiste Dry shampoo presented.

The campaign’s main objective was to generate awareness towards the brand, maximizing the reach with minimum budget resulting in users driving to the stores and points of sale.

Important notices in residential apartments in Mexico are slid under the door. And the city’s water shut down notice was no exception. During those days every building had their own contingency plan, so everyone was paying attention to the fullest. Using an A4, Helvetica type faced piece of paper that resembled an official resident’s notice at first, but as you kept reading you would find out in a fun way, with lines such as “your hair will get dirty and greasy, more greasy, it will stink” that it was depicting the waterless drama with humor and it offered a most needed solution during those dry days. We slid these notices under thousands of doors on the most affected neighborhoods for five days.

75% of Mexicans shower daily, ranking highest rate of shower per capita in the world.

The target is primarily women (20-35 years old), located in the most affected areas of the water shut down.

The lack of water was a national trending topic for months, and people started it to manage it with wit and Mexican humor. So as we in our communication.

We addressed the problem listing the real consequences of not being able to wash your hair for days. And just after that we gave them the solution and where to find it.

Important papers in residential apartments in Mexico are slid under the door. And the city’s water shut down notice was no exception. During those days every building had their own contingency plan, so everyone was paying attention to the fullest. Using an A4, Helvetica type faced piece of paper that resembled an official resident’s notice at first, but as you kept reading you´d find out in a fun way, with lines such as “your hair will get dirty and greasy, more greasy, it will stink” that it was depicting the waterless drama with humor and it offered a most needed solution during those dry days, urging them to get Batiste as soon as possible in stores nearby. We slid over 250.000 copies of these notices under the doors of the most affected neighborhoods. Using a small delivery crew for 5 days.

From October 31st to November the 4th Batiste mentions in social media multiplied 5.2 times.

Engagement in social networks grew 2.10% versus average 0.12%

Women that were skeptical about Dry Shampoo started using our product and end up pleased by the results, increasing sales on a 27% during November 2018.