Client’s objectives: To create an innovative and engaging event timed to coincide with the launch of the brand’s online shop, whilst keeping in mind Evo’s individual tone of voice and alternative approach.
The campaign: Bite CP worked with event agency Sevens7 on the project and came up with the concept of the Hair of the Dog trailer park – a pop up salon housed in a 1950s-style trailer at Latitude Festival 2012. The salon was open all weekend from 8am to 8pm and provided a solution to festival-goers who needed emergency attention for their hair. Customers could have their hair washed, blow dried and styled the Evo way and enjoy a mocktail in the upstairs bar or the garden. Throughout the weekend Evo Style Warriors roamed the festival doing guerilla style hairdressing, and a team of experts were stationed at Pandora’s Playground offering 1950s-style Americana victory rolls and huge quiffs. Evo also sponsored the festival’s famous fashion show over the lake.
Was the campaign part of a wider marketing strategy? The activity was part of an ongoing brand awareness campaign.
Evaluation: The trailer attracted more than 150 paying customers through the door on Saturday alone, with 4,000 people watching the fashion show.
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