Background
Dry ends, damaged hair, scalp emergency, or styling crisis? Lyko wanted to offer passersby product recommendations tailored to their needs and build a direct connection from Helsinki's streetscape to the Forum store.
What if outdoor advertising not only captured attention, but helped solve a passerby's real problem? Lyko's goal was to strengthen its position as an expert in hair care products and increase sales in the hair category. The campaign needed an execution that would inspire people to explore products while offering a concrete reason to visit the store.
Execution
An interactive digital outdoor display was installed at the corner of Lasipalatsi, inviting passersby to seek first aid for their own hair crises.
Four familiar problems were on offer: dry ends, damaged hair, scalp problems, and styling crises. A passerby selected the option that best described their hair challenge with the press of a button and received a printed solution complete with product recommendations.
The solution didn't have to be searched for far. Lyko's Forum store was located just across the street, making it easy to head straight to shopping with the product recommendation in hand.
In this way, digital outdoor advertising combined attention-grabbing, personalized service, and store direction into a single experience.
Results
The campaign demonstrated how digital outdoor advertising can become an active part of the customer journey. Passersby didn't just receive an advertising message, but concrete help in solving their own need.
"What I particularly enjoyed about this campaign was that outdoor advertising did more than just capture attention. The passerby received a relevant product recommendation and, at the same time, a very concrete reason to walk straight into the Forum store. I think the campaign's strength was that it offered real help rather than just talking about products. When a consumer is given a solution to their own need at exactly the right moment, a much more meaningful encounter is created. These kinds of executions nicely demonstrate how digital outdoor advertising can at its best combine inspiration, service, and shopping into one seamless experience," says Outshine Account Director Jenny Saranen.
Advertiser
Media agency
Technical Execution
Outdoor advertising execution
