Vidal Sassoon wanted to target the upwardly mobile, fashion conscious women of Hong Kong's social scene with the relaunch of one of its premier hair care ranges; a group who are more likely to be wireless or online than sat in front of the TV. The Hyperfactory developed a mobile campaign, incorporating downloadable wall papers and a viral mobile game, to attract the largely 'on the go' audience, constantly seeking entertainment and activity during commuting times. As each level of the game was completed it revealed key visuals from the 'Perfect Silhouette' TVC on the mobile. Players could invite friends to play by inputting the friend's mobile number via SMS.
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