Cannes Lions

PANTENE PRO-V

MEDIACOM WARSZAW, Warsaw / PROCTER & GAMBLE / 2004

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Miss Polonia automatically qualifies its winner to the Miss World and Miss Universe contests (Miss Pantene could also become Miss Polonia). Miss Polonia 2003 event was extended into 3-month multimedia beauty festival fitting Pantene’s communication needs. It included Pantene presence via sponsorship (billboards, prize founder) and product placement (studio design, Pantene stylist involvement). “Miss Polonia Start” trial programme introducing candidates (40 shows), “Final Gala Show” on Saturday in the best prime time on nationwide television.

Outcome

There was 207 GRPs behind Pantene sponsorship billboards and 190 GRPs of product placement achieved. On top of television web site was created free of charge and delivered 330.000 contacts.In comparison, Miss Polonia Event media costs would enable us to conduct a 140 GRPs spot campaign behind 30” copy.

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