The Leo Burnett-developed campaign is running in Hong Kong and China. It comprises TV, bus shelters, an interactive cinema show, online, billboards and bar promotions in Hong Kong's Lan Kwai Fong.
"The online initiative is the first Vidal Sasoon has invested in for some time," said Cynthia Alfieri, regional brand director (P&G hair care) Leo Burnett. "The reason is that the medium allows us to effectively tap into consumers' daily communication in a fun way. The promotional campaign also allows consumers to get closer to the brand idea through accessible downloads and MSN emoticons."
Vidal Sassoon back online with silhouette push
Vidal Sassoon has launched an integrated campaign building on the idea of 'Flaunt your captivating silhouette', which uses feline-like imagery to protray the sexiness of clean silhouette lines.