Objectives of a product launch campaign are to raise awareness, create recall of the brand behind the products, and create an urge to try them. The campaign was targeted at existing customers, and competitors' customers. The idea behind the campaign was to prove to people that Apolosophy hairproducts are like no other brand when it comes to bringing your hair to life.

Apotek Hjärtat (Swedens largest private pharmacy) launched, at the beginning of 2014, a new line of products under the name Apolosophy. Apolosophy was launched as a way to raise consideration for Apotek Hjärtat as a brand and increase traffic to stores by offering products that historically has not been promoted at pharmacies in Sweden, namely a more premium range of products within beauty care.

To reach the objectives, focus was set on the products within the Apolosophy product line, namely hairproducts. The reasoning behind the decision was that haircare products have the lowest trial threshold of all Apolosophy products, since it is the product with the highest purchase frequency, and one product increases the distinctiveness of the campaign. Since we knew that haircare products are bought to give life to one's hair we decided that the creative solution should be to bring the advertisement itself to life, because what better way is there to communicate the product benefit in order to create brand recall and awareness of the new product line?

Until today the movie showcasing the creative solution has over 2.5 million unique views in 190 countries. All this without any mediaspend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign. The hype that was created helped Apotek Hjärtat, despite the small budget, to reach out to the target audience, and to beat the sales target with as much as 40%. The campaign increased consideration for Apotek Hjärtat as a brand, and strengthened one of their most important associations, that they are a sympathetic brand.