THE CHALLENGE

Unilever’s TIGI brand needed a national tour that could reach both professional haircare audiences (stylists, distributors, resellers) and general consumers in the same program: creating a credible, immersive brand environment that worked equally well at an industry trade convention and a music festival.

• Promote Rockaholic and Bedhead haircare lines through a national touring platform
• Educate professional stylists and haircare professionals on new products and techniques
• Incentivize distributors and resellers to increase product sales and floor presence
• Deliver brand impressions at industry conventions, music festivals, and private salons
• Create authentic, in-brand buzz across both professional and consumer audiences

THE VEHICLE

Creative Coach Solutions provided and configured a 45-foot luxury motorcoach as the Rockaholic & Bedhead Mobile Salon—a dual-purpose interior environment designed to function as both a professional training classroom and a VIP consumer experience space. The vehicle featured a complete Rockaholic & Bedhead exterior graphic wrap that reflected the brand’s edge-forward identity, with a custom interior built by CCS to meet both the educational and experiential requirements of the program.

• 45-foot luxury motorcoach: full custom interior build-out
• Complete exterior Rockaholic & Bedhead branded graphic wrap
• Classroom-style training setup: professional product demonstration capability
• VIP hospitality zone for client and customer entertainment
• Professional styling stations and product display areas
• Professional commercially licensed driver
• Complete service, maintenance, liability insurance, and full DOT compliance

EXECUTION

Industry Convention Presence: The coach appeared as a featured activation at major professional haircare industry conventions, drawing stylists and beauty professionals into a hands-on product experience that went far beyond a standard trade show booth.

Music Festival Activation: Tour stops at music festivals positioned Rockaholic directly in its natural consumer environment, creating authentic brand moments with the target lifestyle audience in high-energy, high-visibility settings.

Private Salon Events: Personalized stops at private salons offered stylists exclusive hands-on product training with TIGI educators, building distributor and reseller confidence through direct professional engagement.

Professional Education Program: The classroom-style interior enabled TIGI educators to conduct structured product training sessions for groups of professional stylists, creating a credible, brand-funded education experience on wheels.

Tour Extension: Based on overwhelmingly positive response from participants and attendees, the original tour was extended by 60 days—a direct measure of the program’s performance and audience demand.

RESULTS

+60 Days Tour Extension

Expanded 2011 Renewal

B2B + B2C Dual Audience

• Tour extended by 60 days in response to overwhelmingly positive feedback from participants and attendees
• Significantly increased brand awareness and engagement among both professional and consumer audiences
• Created unprecedented brand connection at every stop: industry conventions, music festivals, and private salons
• Attracted unanticipated crowds at event sites, generating organic foot traffic at every activation
• Served as a credible professional training environment that increased distributor and reseller product confidence
• Success of the activation led client to begin planning a renewed and expanded tour for 2011

CAMPAIGN GALLERY