Pantene Promo, Case study SHAMPOO SERVICE PROJECT by Grey Tokyo

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SHAMPOO SERVICE PROJECT

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Industry Hair Care
Media Promo & PR, Case study
Market Japan
Agency Grey Tokyo
Executive Creative Director Soeda Masayoshi
Released June 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: P&G
Product/Service: PANTENE
Agency: GREY TOKYO
Executive Creative Director: Soeda Masayoshi (Grey Tokyo)
Copy Writer: Oki Kei (Grey Tokyo)
Art Director Account 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

Summary of the Campaign
BACKGROUND
As a recipient of support during the Great Hanshin-Awaji Earthquake 16 years ago, P&G has decided to support the disaster victims of the Great East Japan Earthquake.

IDEA
Return the courtesy and repay for the kindness P&G received.

EXECUTION
-Initiated a once-a-week [Shampoo Service Project] where we transported bath-depraved disaster victims from the [evacuation centers] to the [bathing facilities] and had them use Pantene`s products. We have continued the project until the evacuation centers were shut down.
-Our key message was, [Thank you during the Hanshin-Awaji Earthquake.
Now it`s our turn.] We were able to communicate that this project is more than volunteer-work, it is P&G`s way of replaying for the kindness they have received.

RESULTS
Facilities & Institutions
We have visited facilities such as evacuation centers, temporary housing units, care homes, single mother`s shelters as well as middle / high schools.

Participants
627 people.

Bus Travel Distance
1,469km (Coastline affected by the tsunami=Approx. 480km)

The key 'PR' elements of this campaign:
Given the catastrophe that devastated Japan, P&G Pantene has been able to support disaster victims as well as deepen the bond with society


Then explore each of the above points in more detail as follows:

The Situation
Not only has the great Eastern Japanese earthquake and tsunami disaster torn down and devastated the coastline, over 100,000 people were forced into rescue shelters without bathing facilities. For the Japanese who are known for their cleanliness, not being able to wash their hair was an unbearable stress.

The Goal
Goal
Our goal was to enable as many disaster victims to wash their hair with Pantene so that they can revive and shine both physically /hair and mentally / spirit.
Necessary Research
We have visited and followed up on the conditions and status quo of disaster victims to access and prioritize which facilities needed our service the most.

The Strategy
The project was based on the concept of repaying and returning the courtesy for the nationwide kindness P&G received 16 years ago during the Great Hanshin Earthquake. The objective was to show our sincere gratitude and create deeper bond between brand and victims of this disaster unlike any company-initiated volunteer activity.

Execution
We have kicked off this project only few days after the earthquake disaster. We have approached a number of volunteer leaders in the area for details and have been able to grasp real time information on a timely basis. Based on the information, we have deployed the Pantene bus once a week to take the evacuees to and from the bathing facilities. Due to intermittent aftershocks following the main quake, we have had to postpone a few visits, but the project was carried out until the evacuation centers closed down.

Documented Results
Facilities & Institutions
We have visited facilities such as evacuation centers, temporary housing units, care homes, single mother`s shelters as well as middle / high schools.

Participants
627 people.

Bus Travel Distance
1,469km (Coastline affected by the tsunami=Approx. 480km)

Media
Along with N.W. FM stations, NHK TV (public broadcasting) also introduced the project

Participant comments
“It felt so good to wash hair with PANTENE.”
“What a wonderful project. I truly appreciate it.”
“If any future disaster in Hanshin area, I will promise to come back and help you.” (when told that this project is for the return from the Great Hanshin earthquake)
“Great recreation as being stuck at evacuation center for such long time.”