The Brief

The campaign was aimed directly to only the women who came to the beach to enjoy the hot summer. The communication was designed to generate awareness of the fact that, UV rays could damage your hair 3 times more than your skin but there was no need to panic, because PANTENE was able to mend and care for your hair even after strong UV ray damage. The target audience could directly purchase new bottles of PANTENE at the campaign site for a special bargained price. Which is more effective than free sampling, because you think and spend more wisely when it is your own money.

Creative Execution

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. 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. The PANTENE beach house was open from mid July to end of August for 6 weeks at Shonan Enoshima beach near Tokyo.

Describe the creative solution to the brief/objective.

The target audience is all women who enjoy summer at the beach. 87% of all Japanese women know of the PANTENE brand, but 0% of them know the fact that PANTENE can mend your hair even after strong UV ray damage. The beach lovers near Tokyo all come to this beach in Shonan Enoshima, to enjoy the sea and the sun, but not the UV rays. They extremely care for their skin, but not so for their hair. So creating a campaign at this beach was relevant.

Results

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, including some gentlemen as well. 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.