Dove transformed a cultural myth into a measurable O2O journey by directing consumers from an interactive DOOH billboard at Car Free Day and mall mini-installations to a Grivy-powered QR experience—unlocking education, gamification, and voucher redemption that drove strong engagement and trial.
Reframing a Beauty Myth Through Digital Action
Most Indonesian women believe cutting hair stops hair fall. Dove sought to replace this belief with a science-based truth: strengthening from the roots matters more. By pairing emotional education with mobile-led action—delivered through QR journeys embedded in high-impact OOH and mall experiences—Dove built awareness and trial at the exact moment of curiosity.
Turning Curiosity Into Measurable Product Trial
The aim was to shift myth-driven behavior toward root-strengthening solutions by creating an O2O experience that educated, engaged, and converted. The initiative sought to boost trial, strengthen Dove’s expert credentials, and deliver seamless voucher redemption through preferred retail and e-commerce partners.
Immersive OOH and Mall Installations Creating Continuous Trial Pathways
0.13x new consumers realizing their full potential with Dove!
Dove accelerated trial and engagement at scale through Grivy’s integrated O2O engine—connecting consumers from high-impact DOOH at Car Free Day to mini-installations across eight Jakarta malls, converting curiosity into measurable action. The campaign delivered a seamless purchase-triggered experience supported by:
With the frictionless flow of Grivy’s O2O experience allowing consumers to scan, play, and redeem effortlessly, the campaign delivered a consistent uplift in product trial behavior. The integration of DOOH at Car Free Day and eight mall mini-installations expanded touchpoint relevance, enabling Dove to engage consumers at the height of intent. Combined with authenticated first-party data and multi-touchpoint insights, Dove unlocked a new performance spectrum—revealing deeper understanding of consumer motivation, their interaction patterns across the O2O journey, and the strengthened affinity toward Dove Hair Tonic as a science-backed solution to hair fall.
