We staged an alluring surprise to show women that Night Hair Treatment really works – with proof from a beauty role model. We cast famous actress Isabella and installed Web cameras to show what she does in her home – live, in real time. Then, 10-second TV capsules invited women to watch, for the first time, the real life of the star through www.famososenvivo.com, to discover “with whom Isabella was going to bed.” On the indicated day, Isabella started her live online broadcast, through cameras in strategic locations: her living room, bedroom and bathroom. At the end, after several hours of "insider footage" depicting her daily life, she revealed to all viewers with whom she was going to bed every night. Her “perfect night companion”: the new night treatment from Pantene.

We surpassed our goal of 20,000 viewers by 198% -- generating 59,561 visits in just two weeks. (For a market with 200,000 broadband households, it was an impressive viewership.) On the live transmission day, the server exceeded its capacity to facilitate 13,000 simultaneous visits. That same night, 1,000 product samples ran out due to consumer demand for the product. The launch far exceeded sales expectations, growing 112%.