Pantene: HAIR SAMBA

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation

Advertiser: PROCTER & GAMBLE

Product/Service: COSMETICS

Agency: GREY BRASIL

Date of First Appearance: Mar 6 2011

Entrant Company: GREY BRASIL, São Paulo, BRAZIL

Executive Creative Director: Guy Costa (Grey Brasil)

Executive Creative Director: Alexandre Scaff (Grey Brasil)

Art Director: Guy Costa (Grey Brasil)

Copywriter: Alexandre Scaff (Grey Brasil)

Radio & TV Commercial: Iara Regina Demartini (Grey Brasil)

Radio & TV Commercial: Nathalia Ribeiro (Grey Brasil)

Edit 2: EDIT 2 (Grey Brasil)

Account Supervisor: Letícia Thenard (Grey Brasil)

Account Manager: Andrea Fernandez (Grey Brasil)

Media placement: TV - Copy 30” Institutional Rede Globo - 13/02/2011 - 12/03/2011

Media placement: TV - Copy 30” Promotional (20” + Tag 10”) Rede Globo - 03/01/2011 - 12/02/2011

Media placement: TV - Vignettes Carnival (3 Vinhetas) – Sponsorship Package Carnival Globe. Rede Globo - 08/01/2011 - 12/03/2011

Media placement: ONLINE - Site Promotion “Desfile Seus Cabelos Na Sapucaí” Site - 10/12/2010 - 17/02/2011

Media placement: ONLINE - Site Contest “Hair Samba” Site - 03/12/2010 - 21/01/2011

Media placement: PRINT - Promotional Advertisement in Elle, Uma, Cláudia - 03/01/2011 - 15/02/2011

Media placement: PRINT - Institutional Advertising: Contigo, Uma, Rio Samba E Carnaval - 15/01/2011 -15/03/2011

Media placement: TV - Merchan Rede TV - 09/01/2011



Describe the objective of the promotion.

The promotion had to make women learn the special dance step that was created for Pantene at the Pantene campaign in the carnival.

The winners got a place in a samba school parade, with the Vila Isabel school.



Describe how the promotion developed from concept to implementation.

We needed to make Pantene more Brazilian, so Pantene created the parade theme for the samba school around hair costumes, in the Rio Carnival.



Explain why the method of promotion was most relevant to the product or service.

Through the promotion, women in Brazil learned the “Hair Samba”, the special dance step that was created for Pantene at the Pantene campaign in the carnival.



Describe the success of the promotion with both client and consumer including some quantifiable results.

A one and a half hour TV commercial for Pantene in the most important TV network in Brazil, which not only is not for sale, but also, had never been done before.

An experience for the 60,000 people there and a national audience of 50 million viewers.

International coverage on 200 outlets worldwide – total value in spontaneous media coverage: US $25 million.

1.1% sales increase for Pantene in Rio and 0.5% in Brazil overall, the world’s third largest hair product market, within just two months.