Pantene: HAIR SAMBA

Credits & Description:

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement

Advertiser: PROCTER & GAMBLE

Product/Service: PANTENE

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)

RTVC: Iara Regina Demartini (Grey Brasil)

RTVC: Nathalia Ribeiro (Grey Brasil)

Producer: EDIT 2 (EDIT 2)

Account Supervisor: Letícia Thenard (Grey Brasil)

Account Manager: Andrea Fernandez (Grey Brasil)

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

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

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

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

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

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

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

Media placement: Merchan - Rede TV - 19/12/2011

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



Summary of the Campaign

Pantene hair is famous for its bounce and shine. However, in Brazil, Pantene is regarded as a gringo product. We needed to make it more Brazilian.

To do that we made a campaign that aligned Pantene with the more Brazilian event we have: the Rio de Janeiro Carnival.



We created a special dance step called Hair Samba to show off Pantene’s bounce and shine for the world’s most famous Carnival. We created a competition for women to win a place in a samba school parade, with the Vila Isabel school.



Women sent in their videos from all over Brazil and 200 women won a place to participate in the parade. Pantene created the parade theme for the school around hair costumes, and also designed the floats.



We used all points of contact to disseminate the campaign. More than 5000 people did Hair Samba in the 2011 Rio Carnival, led by Gisele, spokes person of Pantene and Brazil’s most famous top model. 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.



The Situation

The great carnival parade was a good opportunity to make Pantene more Brazillian.



The Goal

Pantene hair is famous for its bounce and shine. However, in Brazil, Pantene is regarded as a gringo product. We needed to make it more Brazilian.

The campaign needed to reach Brazilian woman in general.



The Strategy

To make the Pantene brand more Brazilian, by running a campaign that aligned Pantene with the most Brazilian event we have: the Rio de Janeiro Carnival.



Execution

We created a competition for women to win a place in a samba school parade, with the Vila Isabel school, coverage at all points of contact:

- First we created a special dance step called "Hair Samba" to show off Pantene’s bounce and shine for the world’s most famous Carnival.

- Thousands of women sent in their videos from all over Brazil and 200 women won a place to participate in the parade. This was only possible for those who participate in the promotion.

- Pantene created the parade theme for the school around hair costumes, and also designed the floats.

- More than 5000 people did "Hair Samba" in the 2011 Rio Carnival, led by Gisele, spokes person of Pantene and Brazil’s most famous top model.



Documented 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 media 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.