How to communicate waxing as a healthy modern living issues, in the public space in the fun way not in a vulgar manner.
Thus, ultimately makes Caramello as a top of mind of the existing customers and gain new customer membership.
Planning & Execution
When hair grows in the unwanted places, they create a very disturbing feeling.
Caramello, making a small installations on replacing hair with a plastic "grass" that seemed to be growing in unwanted places, so that the impression is not clean and even tends to bother.
With a titled "when they grow out of control", we also put the name card and information for reservation at Caramello.
Effectiveness / Results
Within 2 months,
Caramello gain media awareness and exceptional value.
Media coverage, as well as on public recomendation via media soc.
New membership increased by 40% in 2 months.
And Caramello will open one more outlet by the end of 2012.
Bronze Award Citra Pariwara 2012 - for Direct Promotion/Marketing category