P&G's hair care brand Pantene wanted to cut through the clutter and engage with the hair care jaded consumers in the Philippines.
The company created a campaign with the help of Grey Group Asia Pacific in collaboration with Grey Kuala Lumpur and Grey Group Singapore. The agency, along with Pantene, decided to break the ice by literally skating on it.
Pantene decided to enlist the help of Filipino ice skater Michael Martinez - the first figure skater from Southeast Asia and the tropical zone to compete at the Sochi Winter Olympics. Riding on this trend, the team found a way to make the proposition relevant with the campaign, Pantene Hair On Ice.
A billboard-sized image of a model with luscious hair was printed on water and ice proof material, and installed on to the ice of an Olympic-sized rink. The image was manually doused with over 2,500 gallons of water and was frozen for 30 days in -5 degrees Celsius temperature. Pantene’s name and tagline were also branded on the rink’s ice-smoothening truck. All in all, it took eight-weeks to complete.
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The hair installation was then opened to ice-skaters where the ice inevitably got scratched therefore, damaging the hair visual. During the ice surface maintenance, which occurred every three to four hours, the Pantene branded truck came into the rink to repair the damage which demonstrated to the public what Pantene delivers in real life.
According to statements from Grey, the campaign garnered 100% participation from the ice skaters and there were up to 700 participants a day, and a 7.6% share of conditioners category in May which represent a 16% increase versus the same month in the previous year.
“Ice skating rinks have been available for a long time but no one has harnessed its potential as a communication medium in this way. The Pantene Hair On Ice campaign innovatively allowed us to show that Pantene can in effect repair hair damage and the results were incredibly good,” Javier Bonilla, regional executive creative director, Grey Group Asia Pacific (P&G) said.
Javier Bonilla - Grey Group Singapore, Regional Executive Creative Director
I-van Policarpo - Grey Kuala Lumpur, Regional Associate Creative Director
Elson Effendy - Grey Kuala Lumpur, Senior Art Director
Don Michael De Leon - Grey Kuala Lumpur, Regional Senior Account Manager
Laston Tan – Grey Kuala Lumpur, Art Director
Renee Lim - Grey Kuala Lumpur, Producer
Anjali Jain - Grey Group Singapore, Regional Business Director
Siddika Dehlvi - Grey Group Singapore, Group Account Director
Syamin Arif - Grey Kuala Lumpur, Executive Producer
Shahvez Afridi - Grey Group Singapore, Head of Strategy
Dennis Chen - Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Chen Yoke Wah - Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Daz Kalidass SO Candra - Asia-Pacific Video Lab, Kuala Lumpur, Editor
Cris Dy-Liacco - Just Add Water, Philippines, Broadcast Producer
Ina Lagman - Provill Studios, Philippines, Managing Director
Toby Concepcion - Provill Studios, Philippines, Film Director
Michelle Robles - Provill Studios, Philippines, Production Manager
Fuse Adventures In - Audio Fuse Adventures In Audio, Audio Production Team
Huma Qureshi – Grey Group Asia Pacific, Regional Director, PR & Corporate Communications
Pang Yanrong – Grey Group Asia Pacific, Regional Corporate Communications Executive
Hesham Tohamy - Marketing Director, Pantene AAIMEA, P&G
Raffy Fajardo – Marketing Director Haircare Asia, P&G
Lester Estrada – Country Marketing Manager Haircare, P&G
Maniya Ysabel Parungo – Assistant Brand Manager, P&G