«Picture made by people» for Head & Shoulders

Objective

• Run a PR event to support Head&Shoulders new pack

Key message

H&S makes people closer to each other.

With healthy hear people don’t feel afraid to be closer!

New pack – New communication

This image was created for the new initiative

How to get maximum free coverage in Media?

Problem – Media do not write articles for free for big Clients
Solution – to hold a record registered by the Ukrainian Book of Records and invite Media to this event on behalf of the Book

Solution

• Never-before-in-the-market event
• Head & Shoulders makes people closer to each other. So, we’ll hold a record of «close» people in a limited space!

Head & Shoulders makes the biggest “live” picture of people in Ukraine!

Results:

This “picture” was made in one of central squares of Kyiv.

• Direct TA involvement in the project
• 93 free issues in Media:
  • 64% TV issues were on air on the day of the event. 39 TV Issues on 14 TV channels, including national TV (64 min 50 sec, including evening prime time news)
  • 100% Radio issues were on air on the day of the event.2 radio stations, 2 news issues
  • 35 articles in the press – circulation 4 422 744
  • Internet – 17 sites