Old Spice: nationally integrated higher education campaign


  • during the purchase decision-making moment, at the POME Old Spice deodorant products were introduced to the targeted customer.
  • provide brand experience
  • build a database with priority targeting
  • 12 cities, 47 higher education locations, 40 000 pieces of full-size sampling nationally – targeted to boys
  • building a 40 000 person database from the target group with the help of hostesses
  • ensuring brand experience to 93 610 people through BTL channels, indoor support