Stylish and sweat-free at an outdoor fest? That rocks!
With so many shampoo and styling products out there, getting consumers to notice yours can make you want to pull your hair out. So Garnier Fructis put AMP to the challenge. Our idea? A big Garnier Fructis presence at the Bonnaroo music fest, where we could hold the target market captive for 4 days.
Bonnaroo is held in the heart of Tennessee, in the heat of June, and averages over 100,000 attendees. All that dancing and sweating makes it tricky to feel shower fresh and just styled. So AMP created the Garnier Fructis Bonnaroo Salon and shower stations to help everyone rock their style while rocking out.
The 40' x 40' air conditioned tent featured Garnier Fructis hair stylists, a Rock Your Style do-it-yourself station and free samples. Brave consumers sang on the Shower Stage to win $500 in our Karaoke Sweepstakes. The experience also included shower stations with Garnier Fructis samples, and the @FructisRocks Twitter station, positioning Garnier Fructis as a style and music expert.
With 62 million active impressions, 91,250 samples given away, 150 million Twitter impressions, 20,000 consumers using the shower stations and nearly 4,000 washed and styled at the salon, the brand got a standing ovation. And we're confident all those new fans will want an encore from Garnier Fructis.
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