HAIR SAMBA by Grey Sao Paulo for Pantene

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HAIR SAMBA

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Industry Cosmetics & beauty products, Makeup
Media Promo & PR
Market Brazil
Agency Grey Sao Paulo
Art Director Leandro Castilho, Guy Costa
Copywriter Alexandre Scaff
Account Supervisor Letícia Thenard
Released March 2011

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.