Category: Best Use of Ambient in a Promotional Campaign
Advertiser: P&G
Product/Service: PANTENE
Agency: GREY TOKYO
Executive Creative Director: Soeda Masayoshi (Grey Tokyo)
Copywriter: Oki Kei (Grey Tokyo)
Art Director: Iwamoto Takeshi (Grey Tokyo)
Account Director: Shibuya Yumi (Grey Tokyo)
Account Director: Sakurai Hiromichi (Grey Tokyo)
Event Director: Urasaki Tomoya (Bigwave.co.)
Co-ordinator: Abe Testuya (C3 Film)
Co-ordinator: Tabata Toyofumi ((Volunteer))
Media placement: Information by talks directly - rescue centers - 1st June 2011
Media placement: Information by flier - rescue centers - 1st June 2011
Media placement: Information by radio - N.W. FM stations - 1st June 2011
Describe the objective of the promotion.
March 11th 2011, the Great East Japan Earthquake hit the country. The tsunami had completely swept and destroyed its coastline which left over 100,000 refugees to live in shelters with no decent bathing facilities. 'Pantene' as a brand that not only makes hair shine, stood up, to provide shampooing service to light up and make the heart of refugees shine. Objective was to create deeper bond between the brand and the people of Japan.
Describe how the promotion developed from concept to implementation.
Initially, it was only another corporate volunteer project. However, we redefined the initiative with idea of 'Returning the Favour' to those afflicted, by P&G Japan. Sixteen years ago, P&G Japan suffered from the Great Hanshin Earthquake that hit the area and received an amazing amount of support nationwide. As an industry that received support in the past disaster, it was time to [return the favour] to those victimised by the Great E. Japan Earthquake Disaster.
Explain why the method of promotion was most relevant to the product or service.
Pantene is a brand that lights up the heart of people to shine via healthier hair. This 'Shampoo Project' was an ideal promotional idea to heal the heart and hair of those victimised.
Describe the success of the promotion with both client and consumer including some quantifiable results.
-Venue
Several dozen refugee centers, temporary housing, care facilities, single parent facilities, middle/high school
-Participants
627
-Distance travelled by bus
1,469km (Coastline affected by the tsunami=approx. 480km ?Media N.W. FM stations, NHK TV (public broadcasting))
-Participant comments
'It felt so good to wash hair with PANTENE.'
'What a wonderful project. Truly appreciate it.'
'If any future disaster in Hanshin area, I'll promise to come back for you.' (when told this project was for the return from Great Hanshin earthquake)
'Great recreation as being stuck at evacuation centre for long time.'