Cannes Lions

VIDAL SASSOON HAIRCARE

BEACON COMMUNICATIONS, Tokyo / PROCTER & GAMBLE / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We wanted to take the Japanese obsession with photo booth pictures to a new level by building Japan’s first public Pri-Kura photo booth - a technology that creates 3D still images ideal for capturing a fashion look. Only instead of the finished pictures appearing as a printed strip, they were instantaneously delivered to the consumers’ mobile phone, thus fulfilling our targets need for instant gratification. To sustain interest further, these images were then posted on the 360º Snap website and later became the content of our “same day” TV commercials.

Outcome

So overwhelming was the response to this promotion, 3-hour long queues built up throughout the duration of the four-week promotion.360º Snap Website page views exceeded 3 million hits during the promotion period.And Vidal Sassoon enjoyed a market share increase of approximately 200% (2.5% to 4.9%) during the promotion.

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