ghd kicks off the Christmas season with giant gift boxes
Industry leader and iconic hairstyling brand, ghd, recently launched its limited edition Copper Luxe range for the Christmas season. ghd Hong Kong appointed Catalyst to bring the latest collection to life, online and offline.
To compliment the brand’s social media strategy and rally city-wide buzz, giant ghd gift boxes designed to showcase the glitz and glamour of Copper Luxe are being deployed across strategic high foot traffic locations around Hong Kong.
Each present measures over 2-metres tall wrapped in hundreds of layers of Copper Luxe gift packaging. Inspired by ghd’s campaign tagline “Be as bad as you like, but be good to your hair”, customers are invited to “let rip” for the chance to win prizes that give girls a “good hair day, every day”. Prizes include the Copper Luxe Platinum Styler gift set (worth HK$ 2,780), Copper Luxe brushes gift set, free hairstyling tutorials at ghd counters in Lane Crawford and Harvey Nichols to drive traffic to store, amongst many others.
For the chance to win, the social-media led activation begins with following either one of ghd’s social channels, Facebook or Instagram and a snap-worthy moment at ghd’s #mostwanted backdrop. Customers are then invited to rip the gift box for a chance to find a hidden QR code, one of 300 prizes to be won.
Upon scoring a QR code, customers are instructed to scan to reveal their prize and enter their contact details to redeem their prize voucher.
The giant gift box was strategically placed in fashion districts of Hong Kong, namely Causeway Bay, Tsim Sha Tsui and Central Harbourfront. The first pop-up activation kicked off on November 12 right in the heart of Hong Kong’s hustle and bustle, Fashion Walk Causeway Bay.