Devilfish and Tribe combine to provide Schwarzkopf experience

Creative agency, Devilfish and brand experience agency, Tribe, have teamed up to celebrate the Schwarzkopf LIVE Color XXL and Shake It Up Foam range.

Combining digital and brand experience, a strategy has been devised that communicates to the core audience of 16 to 24 years olds that Shake It Up Foam now makes it easier and more fun than ever before to bring vibrant new colour to their hair.

A Facebook competition giving away a £500 Topshop voucher invites the audience to make a video showing the most creative way to “shake it up”. The Schwarzkopf LIVE Color XXL Facebook page aims to inspire uploads with “shake it up” suggestions including a bouncy castle or parkour.

Running alongside the Facebook app is the Shake Up Your Weekend Tour – a unique Schwarzkopf Live Color XXL pop-up salon with professional celebrity stylists who are on hand to offer make-overs to any consumer who has coloured their hair with a product from the range.

The experience then ends with a photo-shoot from a celebrity fashion photographer – providing consumers with a hot new Facebook profile picture which can be immediately uploaded and shared with friends.

The Shake Up Your Weekend Tour will visit major shopping malls, preceded by a pre-awareness campaign in the run up to each shopping mall visited. The salon is launched in Westfield Stratford on 26th & 27th May and then heads up to The Bullring, Birmingham for 16th & 17th June, ending in Trafford Centre, Manchester 14th & 15th July.

Kate Roche, senior account director at Tribe, says “Working with Devilfish on Schwarzkopf has created an exciting new partnership for Tribe. By integrating the Schwarzkopf Shake Up Your Weekend Tour online via digital and social media channels we can really extend the reach of the campaign and see the full potential and power of experiential marketing.”