INSTEAD OF MEH… THERE IS PEH!
Happy PEH
A new series of hair care cosmetics by Polwell Polska. PEH is an abbreviation and name of a formula containing proteins, emollients and humectants, the combination of which, according to the recipe developed by Polwell, is very effective in solving hair problems, especially of teenagers. The original design of the packaging evokes associations with the digital world, especially with MainCraft, a game very popular in this age group. Therefore, the campaign was full of references to games and virtual reality.
Scope of work: Brand Development
Agency’s task:
Preparing the launching campaign for the new brand and planning year-round activities supporting
the sale of products in the Rossman chain.
Scope of service:
- We created the #bezproblemovi communication platform.
- We conducted a teaser campaign using social media and digital carriers.
- We created the brand's website.
- We made an advertising and instructional video.
- We organised e-sports competitions in Minecraft Happy PEH CUP.
Effects
Activities in digital resulted in a high (reaching 0.70%) click-through rate (CTR) of almost two million reach. E-sports competitions, in which as many as 70 players took part, were also successful, and the average viewership was 1,500 unique users.
