Heatcure Guerrilla & Contest
L'Oréal / Redken
From October through December 2016, Ideal planned a complex activity based on entertainment, inclusion and the involvement of new customers, to launch a new haircare product by Redken, called Heatcure.
A contest was launched through a guerrilla that made women the protagonists of the salon experience, and on a website where the public could register to participate in the competition.
Redken artists engaged the public and drove them to a Redken salon to undergo a product experience. The subsequent contest awarded women with salon experiences and sample kits to test the new product, which they could review on the website afterwards.