Schwarzkopf, the internationally renowned brand, has successfully concluded its participation in the Electric Castle 2024 festival, held from July 17 to 21 at Banffy Castle.
The Taft hairstyling area offered free styling sessions by experts to those looking for a makeover. They created unique braids to the delight of festival-goers and shared personalized hair care tips, attracting a large number of participants. The activation attracted hundreds of visitors daily, being a major point of interest during the festival.
“Right from the beginning, we wanted to build an activation that would offer participants a dynamic and creative space, where they can give free rein to their imagination in terms of hairstyling. During the activation, we took into account the specifics of each brand, whether we’re talking about Got2b , Taft, Live or Gliss. Thus, we attracted a diverse audience (from festivalgoers who wanted crazy hairstyles, full of glitter, to those interested in colors or funny corners in which to take pictures suitable for their feed). enthusiasm for our future activations and events, continuing to improve the experience from edition to edition, this year we have doubled the number of styling stations at the Electric Castle festival and will work to provide participants with the most memorable memories possible,” said Ana Maria PopaBrand Manager Hairstyling.
The main attraction was also the Wheel of Fortune, where participants had the opportunity to win Got2b & Schwarzkopf products, as well as various personalized promotional products.
To try their luck at the prize wheel, festival-goers had a choice between two interactive mechanisms: the LIVE shade testing or the overnight hair care experience – GLISS Night Elixir.
Got2b created a Selfstyling area, where participants had access to the products and tools needed to bring the craziest styling ideas to life. This was complemented by a lounge area, a comfortable space where visitors could relax between festival activities.
Credits:
The team involved in the project from Henkel Romania:
Ana-Maria Popa – Brand Manager
Valentina Arseni – Brand Manager
Constantin Vasile – Head of Marketing
Mihaela Arion – Marketing Trainee
The team involved in the project from Touch Communications:
Maria Arnăutu – Senior Account Executive
Mădălina Nădejde – Senior Account Executive
Cosmin Orășanu – Graphic Designer
Beniamin Obluc – Field & Logistic Manager
Lidia Gafencu – City Manager
Source: www.iqads.ro
