CASE STUDY; SCHWARZKOPF Ambulance

About This Project

There’s nothing quite like the perfect day spent relaxing at the beach, soaking up the sand, sea and sun. But unfortunately your hair doesn’t appreciate this summer rite of passage quite as much.

The talented team at Schwarzkopf totally understand this and have teamed up with The Generalist to do something about it.

Schwarzkopf wanted an eye-catching way to reach out to their customers, while also helping solve Kiwi’s summer hair woes in a practical way.

To do this, The Generalist came up with the unique idea of shrink-wrapping an old Mercedes ambulance with striking branding. Add in a crew of incredible ambassadors and stylists travelling around New Zealand’s favourite summer destinations and the Schwarzkopf Hair Care Emergency Ambulance was born.

From December 2014 through till March 2015 the Schwarzkopf ambulance hit the road, visiting top beaches, hotspots and events where our ambassadors and stylists offered nothing but the best of Schwarzkopf love.

This meant free Schwarzkopf Extra Care products (Essence Ultime Omega Repair Shampoo, Conditioner and BB Cream and Schwarzkopf Extra Care 6 Miracles Oil Essence Sachets) to help hair beat the heat and free luxurious styling sessions in our onboard ambulance salon.

Pampered by our senior stylist, women (and a few men) were treated to the ultimate in holiday relaxation, leaving the salon with a fresh beach, festival or barbecue ready – do.

Meanwhile, kids and anyone wanting to indulge their inner child were invited to play classic Kiwi beach games or relax on beanbags in the chill out zone.

The Generalist also negotiated access to some of the country’s top events including, Ellerslie Racecourse’s Auckland Cup Week TV3 Derby Day and Diamond Day, where the Schwarzkopf ambulance was on hand to style the 5000 – 7000 glamorous racegoers who turned out at each event, and Auckland’s Music and Movies in Parks.

Additionally, Schwarzkopf sponsored the CLEO Rimmel London model search, which saw the ambulance travel the north island.

The response to the campaign so far has been phenomenal. In the first two months alone, the Schwarzkopf ambassadors distributed more than 13,000 samples, with more still being handed out.