Create a campaign for Studio Line hair gel, targeted at teenagers, with gifts/rewards, sampling and/or relevant events.
Studio Line is L'Oréal's hair styling product family for consumer market, with a very informal tone and visuals.
The concept for the campaign was simple: free trip to Ibiza for a group of 4 friends. To promote the campaign, press ads, TV tags and POS materials were created. Also, sampling events targeted at teenagers going out, where they were offered a 'VIP bracelet' that they could trade in for product sample the days after.