VS maximises campaign with interactive bus shelter

Hong Kong - When Vidal Sasson of Procter & Gamble Hong Kong introduced its latest upgraded VS conditioner, the company opted to extend its campaign beyond TV and print and ‘bring it to life' by tapping on JC Decaux Texon through the use of an interactive bus shelter located at Causeway Bay outside Sogo.

"We wanted to have an impactful execution that would be able to bring out the campaign idea in a creative way and grab the attention of consumers by having interactive elements, the vending machine for example," Michael Woo, assistant brand manager for VS & Wella, P&G Hong Kong said.

The interactive bus shelter hosts an LCD which displays the VS conditioner TVC but when a passer by presses a metal button on the panel, the screen will display a jackpot game. If three of the product visuals are shown at the same time, the person gets to win a free sample of the conditioner dispensed at the bottom of the shelter panel.

The bus shelter campaign themed ‘VS Midnight Salon' targeting shampoo and conditioner users started from mid June and will run for a few weeks.

Leo Burnett handled creative duties and Starcom Worldwide handled media buying and planning.