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.
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.
We collaborated with our agency partners throughout the design process to create the 3D design for these activations.
We then fabricated and built the entire set, as well as installing LED lighting to enhance the experience and make it look as good as possible.
Altogether we built two life-sized replica toilet cubicle photo-booths, with three sinks and mirrors, stalls for the hairdressers, print, artificial plants, neon signs and branding to bring the whole experience to life.
Finally, we installed integrated speakers so music could be played for the drag artists to dance and entice users into the activation experience.
Guy Eaton, our Managing Director, said: “Working in train stations can be notoriously tricky, so the solution we developed for these activations had to be well thought-through beforehand to ensure they could be transported and put together on-site easily and still deliver on the client’s technical brief.
Because of the way we collaborate with clients, we were able to work closely with our good friends at JDPL to ensure that from a creative perspective, we were achieving what they wanted to and from a practical perspective, it could be delivered with no issues on site, for a seamless execution.”