Cannes Lions

PANTENE & WHISPER HAIRCARE PRODUCTS

MADISON COMMUNICATIONS, Mumbai / PROCTER & GAMBLE / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The hunt was promoted through TV, Radio, Print, Internet, SMS, Out-of-home, Road-shows, POSM to drive registration. The entire process of short-listing from 10,000 to 150 and selecting the winner from these was filmed in 8 half-hour television episodes. The excitement, drama and the evolution of the contestants from shy new comers to confident news anchor contestants were captured and these episodes became an inspiration for millions of television audience. Spontaneity, presence of mind and the individual’s ability to be a news anchor were constantly being judged by a highly acclaimed media jury. The semifinals saw the announcement of “Pantene Ms Shine” and “Whisper Ms Confident”. In the grand finale, the winner won an internship to be a news anchor and her first assignment saw her LIVE interviewing a top film star - the Pantene brand ambassador. We enabled the participants to live their dreams through this unique event.

Outcome

Registered 10,000 contestants and reached 5.6 mn consumers AC Nielson Study revealed among viewers vs non-viewersTOMA index: 187 Trial index: 157 for Pantene; 146 for Whisper Strong gains on equity measure like confidence. ROI: 281

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