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."
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