Creative Execution

UV_PRICE The PANTENE price that changes according to the sun’s strength. First, we made a special PANTENE summer beach house near Tokyo. A special digital signage inside, showed the visitors the accurate UV ray figures in real-time, measured through a UV ray detector on the roof. When the UV rays were strong the PANTENE price went down. When the UV rays were weak the PANTENE price went up. The price changed every second, like the stock market, creating a real-time bargain sale to all women at the sunny beach.

In 6 weeks, 8,906 people purchased a bargained sale PANTENE through the UV-PRICE, and used PANTENE to wash their hair right at the beach house. Also learning the new fact that UV rays damage your hair 3 times more than your skin, and PANTENE was the answer to such strong UV rays. 100% of all women who visited the PANTENE beach house purchased. The average UV_PRICE per purchase bottle was 53% cheaper than the original price in the market. Everyone at the beach was happy to pay for the special bargain, and became a fan of PANTENE from then on.

PANTENE is a well-known hair care brand among the Japanese women. But the fact that it can automatically repair and mend your hair, even after strong UV ray damage is not known. In the summer, women care for their skin by spreading UV protect skin lotion, but nobody cares for their hair as much. But the PANTENE research laboratory found out scientifically that UV rays damage your hair 3 times more than your skin. A new beauty fact women should be aware of. Our insight was, all women love beauty tips, and all women love bargain sales. The idea was to create a special PANTENE bargain sale opportunity all women at the summer beach will not forget.