The Brief
Working with our good friends at JDPL on behalf of their client, Aussie Hair, we were tasked with helping bring to life a pop-up brand activation at three busy UK train stations.
The event aimed to create a fun, Instagram-able experience based around a ladies’ bathroom, where women came to have their hair styled using Aussie products.
Professional drag artists were employed to encourage women into the activation area, where expert hairdressers would then style their hair.
Once they had been styled, the consumers would be encouraged to take a selfie in a toilet cubicle photo-booth, which would then be converted into a meme and uploaded to LED screens throughout the station and onto social media, using the hashtag #GreatHairThough. The idea behind the tagline was that no matter what life throws at you, you can still have great hair, if you use Aussie products.
The activation took place at three stations initially, London Waterloo, Glasgow Central and Manchester Piccadilly, and will be rolled out at further venues over the summer.
The challenges we faced
With the events taking place in train stations, there were a number of considerations required with the installation to ensure it was fit for purpose within this environment.
We worked closely with our agency partners on the design and to ensure all the relevant paperwork and permissions were in place prior to the install at each event. All materials we we used complied with fire and other safety standards.
We had to adhere to strict timings for install and derig, so the activation was designed to be ‘plug and play’ meaning it could be built in modules at our HQ, then assembled on-site.
Access at train stations also presents logistical challenges, so the fabrication needed to be packed and stowed in such a way that it could be easily transported to and from the install location.
What we did
