Title	A YEAR OF BAD HAIRDAY
Brand	P&G
Product/Service	PANTENE
Category	A04. CRISIS COMMUNICATIONS & ISSUE MANAGEMENT
Entrant Company	ACW GREY TEL AVIV, ISRAEL
Advertising Agency	ACW GREY TEL AVIV, ISRAEL
Production Company	BOLD Tel Aviv, ISRAEL

Name	Company	Position
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
Gilad Kat	Mediacom	Media Manager

The Campaign

Pantene's' perfect curls hair cream is one of the most loved hair products in Israel - where 25% of the women are curly! But, due to regional lineup changes, Pantene stopped distributing the cream. As a result, women with curly hair 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 active protestors, and gave them a surprising compensation according to their complaints: Shira from Tel-Aviv posted: 'nothing looks good on me due to my bad looking hair'… So we sent her on a shopping spree with a professional stylist! Ariel from Eilat 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! Natali from Netanya posted: 'As my curls stopped glowing, my love life lost its spark' So we picked her up by a limo to a romantic dinner with her husband and a night at a luxurious suite! Hila from beer Shiva who wrote that her curls are sad: got tickets to a stand up show! And many more… Results: Over two hundred thousand women's were exposed to our initiative, finally leading Pantene's global management to bring the product back!

The Brief

Our goal: Turning our biggest brand adversaries into our brand ambassadors by bringing them back. We realized that our consumers were hurt as a result of the withdrawal of the product and knew we needed to show them that we still care. It was obvious that each person who voiced their complaint needed different compensation due to the changing affects that the absence of the cream.. That is why we monitored the complaints with great care, in order to make sure that we can connect with the consumer, just as we aspire for him to reconnect with us.

Results

The Results: 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!!!

Execution

Our execution began by listening closely to the active protestors online. We knew that we needed to research the harmful affect that the withdrawal of our product had created in people lives before we could offer any compensation. The next step was figuring out how to match the appropriate compensation to the right angry protestor. After which, we had begun reconnecting with our consumers, by granting them a huge surprise. For example, Shira from Tel-Aviv posted: 'nothing looks good on me due to my bad looking hair'… So we sent her on a shopping spree with a professional stylist! Ariel from Eilat 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!

The Situation

As a result of the halting of distribution of Pantene's beloved hair cream, curly women nationwide formed a protest group on Facebook. This created a challenging situation: The people who loved the brand most and were hooked on it had instantly become the biggest enemies of the brand, voicing their dissatisfaction everywhere. However, we saw the opportunity in reconnecting with the audience who at the heart of things knew just how good products are really is

The Strategy

Our strategy was all about being personal: Showing our customers that we hear them, each of them and care a great deal about the damage we had inflected by removing a product that was crucial to them. We knew that the only way to turn this severe crisis into an opportunity was to show our customers the deep connection we still feel with them and express our solidarity with their disappointment.