Leveling Up Against Flakes: Head & Shoulders’ Innovative AR Campaign with Rossmann
What do a well-known TV presenter, a gamer, a basketball player, and the greatest female strawweight mixed martial fighter of all time have in common? The answer is: the opponent. You might wonder how this is possible when all of these individuals operate in completely different arenas. That’s precisely the point. It doesn’t matter who you are, how old you are or what you do. The common enemy they — and everyone else — could be battling against is none other than the infamous dandruff. Have you seen him? If not, then you’re either bald, or using the Head and Shoulders as your main weapon against „Łupieżca” as all of the above like to call the villain.
The latest marketing campaign from the globally recognized anti-dandruff shampoo brand Head and Shoulders has taken the title fight to a whole new level, or to be honest several impressive levels, literally. Leveraging famous personalities can effectively enhance brand perception and drive consumer behavior. The brand not only amplified its exposure and reached new audiences with the incredible talents they cooperated with, but it also partnered with the major retail chain Rossmann. As a result, the campaign’s reach skyrocketed.
But that’s not all! The centerpiece of the campaign was a computer game featuring Head and Shoulders’ main ambassador battling the villain to eliminate dandruff once and for all! Doesn’t that sound like a recipe for success? You bet it does! We’re thrilled to share that our studio had the opportunity to create this amazing game from scratch.
Set in a retro-inspired, 80s-vibing pixelated world, the game drops the TV presenter into the action to defeat the villain. Players could launch the game on any mobile device by visiting one of the Rossmann stores. By scanning the QR code printed on POS materials and ATL in-store displays, anyone could take their chances, fight off dandruff, and grab special offers right off the shelves.
While we were racing from one store to another, trying to score our best, the campaign received incredible media support from well-known YouTubers and influencers. There was hardly a chance that dandruff would survive this clash!
