Peter Mark, Ireland’s leading hair salon brand, wanted to launch a new range of GHD hair straighteners: GHD Dark and GHD Pure. The target market was young females who enjoy fashion and see their hair as a style opportunity and an expression of their personality.
Our insight into the target market led us to develop a dedicated mobile WAP site supported by mobile and web advertising to drive customers to a competition where they could win GHD and Peter Mark vouchers. The WAP site featured a Peter Mark store locator that allowed customers to directly dial their local salon. Playful, interactive online advertising reinforced the brand credentials: customers were asked to reveal their Dark or Pure personality and see how that matched the GHD product range. 
Sales far exceeded target, with 3,000 competition entries and 55% of participants opted in for future communications – a valuable future marketing resource.
