Scout Wanted

 
Hairstyling Noise has built up a new brand for got2b by Schwarzkopf (almost) without traditional advertising and with few resources. 
Cross-media marketing is the new magic word in modern advertising. However, as is the case with "magic", many still see it as hocus-pocus. One example where the magic really became tangible is a campaign by Zurich agency Noise for its client Schwarzkopf. The trick here is that a great deal of creativity and detail work was used to achieve a lasting effect with rather modest means, which is otherwise only possible with large advertising budgets. Specifically: Noise did not launch a high-profile casting competition to the general public as usual, but first to the cores. These trendsetters then communicated Noise's cross-media "noise" to the early adopters. These opinion leaders then played their part, resulting in a 36% increase in mass sales for the new got2b line, as ACNielsen's market research for Switzerland shows.
The got2b products form Schwarzkopf's young hairstyling line. The brand, which belongs to the Henkel Group, has to hold its own against the high-budget competition from L'Oréal Studio Line and Garnier Fructis. The target group for got2b is 18 to 28-year-old "urban and trendy women and men", as Noise knows. "Many of these young people are experts in styling and they attach great importance to the right look," explain consultants Christian Frey and Patrik Leuenberger.
Together with concept designer Martin Rüegg, the basic idea for the cross-media campaign was born: Noise is looking for the best trendsetter for got2b and will send the winner of this competition around the world as a got2b trend scout. For three months, the aim is to discover the latest trends in the cities on this journey.
The application process for the job of trend scout was set up as a casting and conducted entirely online. In order to publicize the competition without expensive means, Noise first sent out a bag with all got2b products and instructions on how to take part to opinion leaders at fashion or art schools, for example. The aim was to make the opportunity to work as a trend scout attractive to their students.
Selected lifestyle journalists were also made aware of the world tour with a mailing. White socks were enclosed with the media information, along with the question: What will be fashionable in the future?
The gag was understood. 20 Minuten was won as a media partner. Radio Energy reported on the competition several times. The Tages-Anzeiger devoted an entire page to the trendy topic, and Faces even ran a double-page spread. The Tilllate party portal also played an important role.
By the end of March 2007, over 150 applications had been received. "The competition was taken very seriously," says Noise happily. Elaborate documentaries were submitted electronically as dossiers, even with specially produced film clips. A jury of style experts such as Mahara McKay (ex-Miss), Oliver Scotoni (rundfunk.fm), Markus Popp (tilllate.ch) and Patrick Peritz (F.E.T.I.S.H. Consulting) selected 20 candidates together with the clients. These were narrowed down to eight candidates by 3000 community members on the Internet. The finalists were able to present themselves to 400 early adopters at the Zurich Härterei in the summer. For this styling show, individual applicants did not shy away from an effort with up to 12 models.
In the end, the winner was Harun Dogan, also known in the scene as Shark. With the support of illustrious sponsors such as Sony, Hotelplan, TrendboXX and Manor, he has been traveling around the world ever since. After almost three months of scouting in New York, Buenos Aires, Los Angeles, Tokyo, Stockholm and Berlin, the trend researcher is currently on his last stop in Copenhagen. Throughout this time, Harun Dogan has been reporting on his fashion and other observations on the www.got2b-trendscout.ch website. This scene info is now followed by over 30,000 single users.
It is not only this quantity that is relevant for the agency. In terms of quality, the campaign also had a very lasting effect with a presence over several months.
Andreas Panzeri