| Title | AIR HOCKEY |
| Brand | PROCTER & GAMBLE |
| Product / Service | REJOICE SHAMPOO |
| Category | A05. Best Use of Ambient Media: Large |
| Entrant | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Entrant Company: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Advertising Agency: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Media Agency: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Raoul Panes | Leo Burnett Manila | Executive Cretive Director |
| Alvin Tecson | Leo Burnett Manila | Creative Director |
| Alvin Tecson | Leo Burnett Manila | Copywriter |
| Mela Advincula | Leo Burnett Manila | Art Director |
| Marissa Abayari | Leo Burnett Manila | Producer |
| Melissa Hill | Leo Burnett Singapore | Regional Account Director |
| Jet Darisan | Leo Burnett Manila | Associate Account Director |
| Roan Ebrahim | Leo Burnett Manila | Account Manager |
| Jess Geli | Leo Burnett Manila | Associate Account Executive |
The Air Hockey activity was able to help increase Rejoice Shampoo’s top-of-mind brand awareness to 61%.
Rejoice branded air hockey tables were placed inside malls, salons and college dorms where our intended market (young women) frequent. The surface of the tables was made to look like strands of hair where Rejoice branded pucks would smoothly slide across. The fun and excitement of playing made consumers aware of and enjoy the smoothness benefit from Rejoice.
Smoothness is now considered a generic benefit in hair care. And Rejoice is just one of the many brands that wants to own the benefit because it is a top consumer need. The challenge is to talk "smooth hair" in a unique and engaging way that will cut through the clutter and catch the consumers’ attention.