Capture Communications, co-founded in 2020, is an independent, creative agency that develops, delivers and executes integrated campaigns for consumer brands.
They came to us to help them with a project for Foxy Bingo.
We were asked help drive footfall to their Mullet Salon stunt called ‘Dirty Gertie’s Salon’ taking place in Newcastle from 4th to 5th March 2022.
The salon was a place where people were offered free – mullet only – haircuts.
A news led survey story was required that would generate word of mouth and most importantly it needed to talk about mullets – with the emphasis on FUN.
The agency came to 72Point following a successful project we did with them for another of their clients, Gala Bingo, a few months beforehand.
Research Into the Mullet Phenomenon!
72Point responded to the brief by bringing fun right to the centre of the campaign.
We did this by showing the world how much fun those with mullets can have by comparing the social lives of those with the iconic style to those with more conservative cuts.
To do this we polled, via OnePoll, 500 people with mullets and 1,500 people without the shaggy look to find out who has the most fun.
We compared everything about their lives from their nights out, the things they do, what they drink, what they eat, where they go, how often and who with.
We also asked both groups about their views on iconic celebrity mullets of past and present. Who is their mullet inspiration and why? This gave us a great mix of statistics and inspiration for publishers for their own celebrity visuals to accompany the story.
And we knew this would be inspiration for those mull(et)ing over the idea of getting the style themselves – reminding them where they could go to get a free mullet!
The results were clear! They showed those with mullets really do have more fun and the resulting news story, which we wrote and distributed on the SWNS newswire, included a colourful list of the top 20 celebrity mullets of all time – which Rod Stewart topped.
109 pieces of coverage ✳︎
News Coverage Supporting The Activation
The story captured the imaginations of digital and print media with hits from The Sun, Star, Daily Mirror, Express, Metro and Joe.
Overall there were 109 pieces of coverage with 39 of those top tier publications.
On the morning of the mullet salon activation there was a long queue of people lining up to get their free mullets.
The story was accompanied by an image of the mullet salon and the media used their own resources to create some fabulous splashes of celebrities with their mullets.
333
Social shares
504M
Online readership