To show Rejoice shampoo’s promise of smooth hair, an overused benefit shared by an entire category, in a more engaging way.
Branded air hockey tables were constructed and strategically placed in malls, salons and college dorms in the Philippines.
The surface of the tables was made to look like strands of hair where Rejoice-branded pucks would smoothly slide across.
The activity generated much excitement and helped increase top-of-mind brand awareness to 61%.
