« on hair » the web operation by Garnier

To promote their its Fructis Nutri Repair range, Garnier and its agencies ZenithOptimedia, Moxie Paris and M6 Publicité Digital designed a unique digital campaign.

This « on hair » event campaign aims to Internet users to rediscover Fructis products, and takes place in two steps:

• Teasing phase: broadcasting of a short advertising film on 6play and M6 Group websites. In this film, Garnier proposes at offers three french singers (Tal, Coeur de Pirate and Helena Noguerra) to live a hair care program adapted to the specific characteristics of their hair without revealing the brand name.hair. Consumers are also able to test the hair care program and then post comments on the platform « www.onhair.fr ».
• Reveal phase: Internet users and the 3 singers discover the Fructis Nutri Repair range of Garnier.

For this operation, Piximedia is responsible for carried out designs for the teasing phase. They implemented a footer to discover the mystery box for dry hair. Then, for the reveal phase, Piximedia implemented a Takeover to unveil the Fructis Nutri Repair range and a MPU expand video to see singers reactions.

A surprising experience who strengthens brand loyalty.