| Title | A YEAR OF BAD HAIRDAY |
| Brand | P&G |
| Product/Service | PANTENE |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
ACW GREY TEL AVIV, ISRAEL
|
|
Advertising Agency
|
ACW GREY TEL AVIV, ISRAEL
|
|
Media Agency
|
MEDIACOM ISRAEL Tel Aviv, ISRAEL
|
|
Production Company
|
BOLD Tel Aviv, ISRAEL
|
Credits
| Tal Riven |
Acw Grey Tel Aviv |
Chief Creative Officer |
| Idan Regev |
Acw Grey Tel Aviv |
Creative Director |
| Kobi Cohen |
Acw Grey Tel Aviv |
Copywriter |
| Ira Gimpelevich |
Acw Grey Tel Aviv |
Art Director |
| Anat Leventon |
Acw Grey Tel Aviv |
Account Executive |
| Mor Reuvani |
Acw Grey Tel Aviv |
Account Supervisor |
| Omri Gitter |
Acw Grey Tel Aviv |
Planner |
| Yuval Hollander |
Acw Grey Tel Aviv |
Digital Creative Director |
| Ran Rolnizke |
Acw Grey Tel Aviv |
Digital Producer |
| Oron Caspi |
Oron Caspi |
Photographer |
| Ronen Hoffman |
Ronen Hoffman |
Producer |
| Ilan Manor |
Ilan Manor |
Video Editor |
| Roy Dotan |
Signal Music/Sound Ideas |
Sound Editor |
| Signal Music/Sound Ideas |
Signal |
Sound Studio |
| Orly Rabinian |
Orly Rabinian |
Narrator |
Creative Execution
Our campaign utilized Pantene's Facebook group and turned it into a listening tool and a means
to reconnect with consumers. After us identifying the exact needs of our customer, we had
begun to plan her surprise. While arriving at the customer's house and giving her the news, we
began shooting the event so that everyone believed that we did actually happened. As a result,
traditional media picked up on the conversation with extensive coverage throughout
conventional media channels; bring our initiative from online to offline as well. As more and more
people had become aware of what we had done, our brand's appreciation sky rocketed.
As the girls began sharing their surprising experiences, the group erupted
Over two hundred
thousand women's were exposed to our initiative!! The media picked up on the conversation with
extensive coverage on blogs, websites, newspapers and even international TV broadcasts! All in
all, total free media coverage of half a million dollars!!! But the truly surprising result: Pantene's
global management finally brought the product back. For the official announcement we invited
the FB members to a VIP movie premiere were we surprised them one last time... With the
beloved cream under their seats!!!
Pantene's' perfect curls hair cream is one of the most loved hair products in Israel.
But, due to regional lineup changes, Pantene stopped distributing the cream. As a result, curly
women nationwide formed a protest group on Facebook, were they voiced their frustration. We
knew we had to confront the conversation.
Insight:
Without the cream, it's not just a bad hair day
But a bad day altogether!!!
Solution:
Since we couldn't solve the bad hair day, we decided to turn it into a good day! We picked the
statuses of the protestors, and gave them a surprising compensation according to their
complaints: Ariel who posted: 'That's it; I'm about to straightening my curls!' So we took her to a
beauty treatment with Pantene's official hair dresser and a professional fashion shoot. ! Hila who
wrote that her curls are sad: got tickets to a stand up show! And many more