MANILA – Pantene Philippines and Grey Group Asia Pacific literally broke the ice in the saturated category with a first-of-its-kind campaign to demonstrate hair damage repair.
Grey Kuala Lumpur and Grey Group Singapore spent eight weeks to lay out a billboard-sized image of a model with luscious hair frozen underneath the SM Mall of Asia’s Olympic-sized ice skating rink.
Pantene Hair On Ice was then opened to ice-skaters where the ice inevitably got scratched. During the ice surface maintenance, which occurred every three to four hours, the Pantene branded truck came into the rink to repair the damage which demonstrated to the public what Pantene delivers in real life.
The results? It garnered 100% participation from the ice skaters and there were up to 700 participants a day, and a 7.6% share of conditioners category in May which represent a 16% increase versus the same month in the previous year.
“Ice skating rinks have been available for a long time but no one has harnessed its potential as a communication medium in this way. The Pantene Hair On Ice campaign innovatively allowed us to show that Pantene can in effect repair hair damage and the results were incredibly good,” said Javier Bonilla, Regional Executive Creative Director, Grey Group Asia Pacific (P&G).
Credits
Javier Bonilla – Grey Group Singapore, Regional Executive Creative Director
I-van Policarpo – Grey KUALA LUMPUR, Regional Associate Creative Director
Elson Effendy – Grey KUALA LUMPUR, Senior Art Director
Don Michael De Leon – Grey KUALA LUMPUR, Regional Senior Account Manager
Laston Tan – Grey KUALA LUMPUR, Art Director
Renee Lim – Grey KUALA LUMPUR, Producer
Anjali Jain – Grey Group Singapore, Regional Business Director
Siddika Dehlvi – Grey Group Singapore, Group Account Director
Syamin Arif – Grey Kuala Lumpur, Executive Producer
Shahvez Afridi – Grey Group Singapore, Head of Strategy
Dennis Chen – Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Chen Yoke Wah – Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Daz Kalidass SO Candra – Asia-Pacific Video Lab, Kuala Lumpur, Editor
Cris Dy-Liacco – Just Add Water, Philippines, Broadcast Producer
Ina Lagman – Provill Studios, Philippines, Managing Director
Toby Concepcion – Provill Studios, Philippines, Film Director
Michelle Robles – Provill Studios, Philippines, Production Manager
Fuse Adventures In – Audio Fuse Adventures In Audio, Audio Production Team
Huma Qureshi – Grey Group Asia Pacific, Regional Director, PR & Corporate Communications
Pang Yanrong – Grey Group Asia Pacific, Regional Corporate Communications Executive
Hesham Tohamy – Marketing Director, Pantene AAIMEA, P&G
Raffy Fajardo – Marketing Director Haircare Asia, P&G
Lester Estrada – Country Marketing Manager Haircare, P&G
