A special casting
Fashion: Schwarzkopf's got2b hair styling brand is looking for a trend scout to go on a world tour for them.
Fashion The hairstyling brand got2b by Schwarzkopf is looking for a trend scout to go on a world tour for them. Whoever is chosen as a Got2b trend scout this summer will have the absolute dream job waiting for them. The chosen one will get to travel, jet back and forth between six fashion capitals, live at got2b's expense and act as a trendsetter. All alone on the road for the Schwarzkopf hairstyling brand. The mission is simple: to track down trends and street styles. The trend scout's only obligation is regular fashion reporting from cities such as Tokyo or London. The trend scout takes to the streets and photographs people with style. Fashion freaks can apply for this dream job until March 31. The agency behind this trend scout campaign is Noise. It launched the casting for got2b. Since mid-January, candidates have been able to register at got2b-trendscout.ch to take part in the competition. Within two months, 140 applications were received. More than 12,000 users visited the got2b fashion platform. This week, the campaign enters a second phase. The jury, including former Miss Switzerland Mahara McKay, will meet and select the best 20 applicants. These will be presented to the community, which will then select the best 8 in a democratic voting process for the final. In the final phase, the candidates have to present the street style of tomorrow to the jury. The winner is then the official Got2b trend scout.
Campaign with impactThe campaign, which was originally supposed to be a below-the-line story, has become a national casting campaign. This was well received by the urban and trend-savvy shoppers. The media also discovered the campaign and regularly reported on the casting.
With this idea, the Zurich advertising agency Noise demonstrated that it is possible to achieve just as much success with a smaller budget than its competitors L'Oréal or Fructis.
With ingenuity and hard work, Noise shows that creativity has just as much value as a media million. For example, educational institutions with a creative focus were approached directly and their teaching staff were persuaded with an attractive package to encourage their students to take part. Individual classes even incorporated the topic into their lessons. Many such measures characterize the Got2b campaign. Media planning based on the motto: many small streams make a river.
Christian Lüscher
Campaign with impactThe campaign, which was originally supposed to be a below-the-line story, has become a national casting campaign. This was well received by the urban and trend-savvy shoppers. The media also discovered the campaign and regularly reported on the casting.
With this idea, the Zurich advertising agency Noise demonstrated that it is possible to achieve just as much success with a smaller budget than its competitors L'Oréal or Fructis.
With ingenuity and hard work, Noise shows that creativity has just as much value as a media million. For example, educational institutions with a creative focus were approached directly and their teaching staff were persuaded with an attractive package to encourage their students to take part. Individual classes even incorporated the topic into their lessons. Many such measures characterize the Got2b campaign. Media planning based on the motto: many small streams make a river.
Christian Lüscher
More info: www.got2b-trendscout.ch?
