PANTENE HAIR BRUSH EXPERIMENT

Short List
TitlePANTENE HAIR BRUSH EXPERIMENT
ClientP&G
Product / ServicePANTENE
CategoryA01. Fast Moving Consumer Goods
EntrantGREYNJ UNITED Bangkok, THAILAND
Idea Creation GREYNJ UNITED Bangkok, THAILAND

The Campaign

TO DEMONSTRATE THE SUPERIORITY OF PANTENE 3 MM, WE TURNED THE COLOR-DAMAGED HAIR WOMEN CUT OFF INTO PAINT BRUSHES. BRUSHES ARE THE MOST IMPORTANT PART OF AN ARTIST EQUIPMENT. A GOOD PAINTER CAN TELL WHICH BRUSH IS GOOD AND WHICH ONE IS BAD. SO, WE WORKED TOGETHER WITH A FAMOUS LOCAL THAI ARTIST, LOLAY. LOLAY PROVED THAT AFTER TREATED WITH PANTENE 3 MINUTE MIRACLE, THE BRUSHES FELT SOFTER, RETAINED ITS SHAPE WHEN LOADED WITH PAINT AND BOUNCED BACK TO ITS ORIGINAL SHAPE AFTER EACH STROKE. IN AN EXHIBITION, WE SHOWCASED LOLAY’S WORK AND INVITED WOMEN TO CONDUCT THE EXPERIMENT WITH DAMAGED HAIR BRUSHES AND PANTENE 3 MM. WE ALSO GAVE AWAY BRUSH EXPERIMENT BOX SETS WHICH CONTAINED DAMAGED HAIR BRUSHES, PAINTS, AND PANTENE 3 MM. THE RESULT? PANTENE 3MM WAS NAMED “BEST CONDITIONER” BY LEADING WOMEN MAGAZINES.

Creative Execution

WE STARTED THE CAMPAIGN WITH AN INTERNET FILM, WHERE WE SHOWCASED LOLAY PAINTING WITH BRUSHES MADE OUT OF HUMAN HAIR - COLOR DAMAGED HAIR. AS AN ARTIST, LOLAY WOULD KNOW THE DIFFERENCE BETWEEN THE GOOD BRUSH AND THE BAD ONES. HE PROVED THAT THE BRUSH QUALITY GOT BETTER AFTER TREATED WITH PANTENE 3 MM. FOLLOWING THE INTERNET FILM, WE HELD AN EXHIBITION, WHERE LOLAY DID A LIVE EXPERIMENT AND THEN SHOWCASED HIS WORK. IN THE EXHIBITION, WE PROVIDED DAMAGE HAIR BRUSHES AND PANTENE 3MM FOR WOMEN TO CONDUCT THEIR OWN EXPERIMENT. WE ALSO GAVE OUT “HAIR BRUSH EXPERIMENT” BOX SETS FOR HOME TRIALS. WOMEN LOVED IT, THEY REVIEWED THEIR EXPERIMENT ONLINE, UP TILL ONE OF THE TV SHOWS INVITED LOLAY TO TALK ABOUT THE PAINTING HE MADE OUT OF HUMAN HAIR BRUSH.

Results

THE INTERNET FILM OF OUR DEMONSTRATION REACHED 10 MILLION VIEWS WITHIN A MONTH, TOPPED ANY OTHER INTERNET FILMS PANTENE THAILAND EVER SHARED. THE SALES WERE UP AND MORE IMPORTANTLY; PANTENE 3 MINUTE MIRACLE WAS NAMED AS "THE BEST DAILY CONDITIONER FOR COLOR DAMAGED HAIR" BY THAILAND'S WOMAN MAGAZINES AND BEAUTY BLOGGERS.

62% OF THAI WOMEN COLOR THEIR HAIR, REGULARLY, RESULTING IN DAMAGED HAIR. SKEPTICAL WITH ANY HAIR DAMAGE REPAIR PRODUCTS, MOST OF THEM THINK THAT THAT CUTTING THE DAMAGED PART IS THE BEST ANSWER. TO DEMONSTRATE THE SUPERIORITY OF PANTENE 3 MM, WE TURNED THE COLOR-DAMAGED HAIR WOMEN CUT OFF INTO PAINT BRUSHES. WORKING WITH LOLAY (THAI ARTIST), WE DID A PAINTING DEMONSTRATION, PROVING THAT AFTER TREATED WITH PANTENE, THE DAMAGED HAIR BRUSHES WORKED BETTER. AN EXHIBITION FOLLOWED THE DEMONSTRATION, ALLOWING WOMEN TO CONDUCT THE EXPERIMENT THEMSELVES. WE ALSO HANDED OVER BOXSETS FOR HOME TRIAL.

9 OUT OF 10 THAI WOMEN BELIEVE THAT HAIR COLOR CAUSES HARSH DAMAGE TO HAIR, AND OFTEN THAT DAMAGE IS IRREVERSIBLE. BUT 62% OF THE WOMEN IN THAI LOVE TO COLOR THEIR HAIR, REGULARLY. AND THEY DON’T BELIEVE THAT OTC BRANDS CAN HELP REPAIR HAIR COLOR DAMAGE. THE ONLY SOLUTIONS TO DAMAGED HAIR ARE EITHER EXPENSIVE TREATMENT OR A HAIR CUT. SO, OUR STRATEGY IS TO CREATE A POWERFUL AND FUN DEMONSTRATION THAT CAN TRIGGER AUDIENCE TO TRY AND PROVE THE SUPERIORITY OF PANTENE 3MM THEMSELVES. AN EXPERIMENT THAT THEY CAN SEE AND BELIEVE.

Credits

Name Company Position
Jureeporn Thaidumrong GREYnJ UNITED Chief Creative Officer
Apiwat Pattalarungkhan GREYnJ UNITED Creative Director
Irvine Prisilia GREYnJ UNITED Creative Director
Kanokwan Chatkaemanee GREYnJ UNITED Copywriter
Wuttinun Nakprom GREYnJ UNITED Copywriter
Kanaporn Hutcheson GREYnJ UNITED Managing Director
Seehapan Kanokkorn GREYnJ United Group Client Service Director
Subbaraju Alluri GREYnJ United Chief Executive Officer
Saeung Valaiporn GREYnJ United Account Director
Kanoksak Kanchanachuta GREYnJ United Producer