L'Oréal electrifies with a new viral campaign

City: Berlin

Flirting in style – three sexy dancers featured on the new website www.flirte-mit-style.de show users how this works. Using looks, gestures and music, they give them a seductive virtual insight into L'ORÉAL PARIS’ Studioline styling product range.

All users have to do is to upload a photo of themselves to be in the thick of the action. Essential dating tips, including the right pick-up lines, are also provided. Talented Casanovas can send in their best openers and win a weekend for four on Sylt, overnight hotel stay and a Porsche Cayenne included. The website will be launched on October 8.

Tim Berger, head of marketing of L'Oréal Paris:
"The idea of trying out a hairstyling product in an interactive setting by creating a personal video and forwarding it as a viral excited us immediately. That's why we’re only planning to use digital communication during this campaign."

The campaign was realized in collaboration with Berlin-based interactive creative agency MOCCU. Spot seeding will be carried out by DSG Dialog Solutions, Hamburg. The Studioline campaign will be accompanied by additional social media integration, email marketing and online display advertising.