Nothing can make you feel happier than unwrapping your Christmas present, especially when it is a giant, 2-metre tall gift box.
Knowing our deepest desire, British hairstyling brand ghd recently launched a campaign, which deployed giant ghd gift boxes across strategic high foot traffic locations around Hong Kong.
The gift boxes are all measure over 2 metres tall, and wrapped in hundreds of layers of gift packaging, which customers are encouraged to “let rip” for a chance to find a hidden QR code, one of 300 prizes to be won, including gift sets and free hairstyle tutorials in its stores.
“The brand looks to raise brand awareness in the city with the new initiatives,” Karen Hui, client services director at ghd Hong Kong’s integrated marketing agency Catalyst, told Marketing. “By putting ghd’s glitzy and glamorously designed box in busy locations like Causeway Bay, Tsim Sha Tsui and Central, and encouraging everyone to interact with the brand by ripping the packaging off, ghd can establish its brand recognition in a fun, playful way.”
She added that locations are strategically chosen for further driving traffic to store. “In ghd’s case, these are style-conscious women between the age of 18-50 who spend their weekends at leisure at premium retail districts.”
Response has been positive. While people have to follow either one of ghd’s social channels before playing the game, the brand’s Instagram fanbase has grown by over 3%, and its Facebook by over 4.5%, with over 76% increase in reach from content created around the campaign.