Cannes Lions

PANTENE PRO V HAIR CARE

MEDIACOM, New York / PROCTER & GAMBLE / 2004

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Pantene partnered with MTV and YM magazine to lend credibility and national support through television, magazines, the internet and email. TV, print and in-school executions integrated celebrity talent to generate awareness and entries. Radio and in store displays promoted the concert. MTV2 aired a custom programme, highlighting the concert and celebrity talent. A custom branded CD featuring top artists and ProVoice finalists was promoted as a gift with purchase on MTV, in magazines, and online.

Outcome

ProVoice was a major success. It exceeded anticipated, incremental sales goals by 10%. Four million women accessed www.provoice.com. Over 200,000 names were collected for the Pantene relationship program with 40% requesting future communication from Pantene.

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