Aussie Hair cooperates with store2be at SMAG Festival.
Aussie Logo

Success Story

Hair Care

Event Analytics Technology

SMAG Sundance Festival

The idea

Australian hair care brand Aussie represents soulfulness and vitality combined with high spirits that match every hair type. The P&G brand only uses natural ingredients from Down Under and carefully selects those and the applied formula to perfectly reflect beach feelings and an Australian lifestyle. SMAG Sundance Open Air Festival took place early July near Essen and displayed the ideal opportunity to both approach festival visitors and convince them of the Australian brand alike. The opulent brand appearance was realized in cooperation with EAST END agency containing an elaborate setting and prominent Aussie branding displayed consistently on-site. EAST END is an international communications agency specialized in putting brand experiences into action. Their expertise includes live marketing campaigns - together with P&G, EAST END succeeded making the Aussie promotion at SMAG Sundance extremely attractive to visitors. Two store2be Event Analytics sensors were placed on site to measure the success and gather valuable KPIs of the live marketing campaign.

The event at a glance


BRAND AWARENESS - prominent branding and a consistent brand world helped Aussie succeed in reaching a wide audience successfully.


Vistors could test Aussie products on-site, get free hairstyling or relax at the bar or in the hammock.


The target audience was reached effectively and the Aussie promotion turned out a festival hotspot: store2be Event Analytics confirmed the promotion's popularity.

The Promotion

The Aussie hairstyling brand world realized by EAST END and P&G managed to ideally resemble the brand image and corporate identity. For one day, festival visitors were able to come by the photo canvas and promotional booth with an integrated bar. Aussie employees offered advice to those present in regards to the brand’s product portfolio and additionally gave free hair styling with Aussie products. Themes beach, summer (hair) and Australian vibrations were present consistently in and around the promotion. The campaign turned out to be a highlight amongst festival visitors and was highly frequented all day. According to store2be Event Analytics, an impressive reach of 11,000 people was measured around the Aussie booth. The advantage of such a live marketing campaign in a festival or event surrounding is the use of ambient marketing meaning that people present do not necessarily expect commercial to take place and are therefore usually very open towards on-site offerings. Further, festivals allow brands to narrow down the expected audience very specifically as the audience is mostly homogenous and thus scattering losses are diminished Aussie could successfully approach and address its target audience with its presented product portfolio, personal styling consultation and free sampling leaving a lasting positive impression. Copyright Images: Fotocruz for Styleranking

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Ann-Katrin Gehres talks about the cooperation with store2be

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