Unsuspecting commuters boarded trains decked with mirrors.Overhead banners placed in the busiest escalator network of the central train station reached women journeying anywhere. Plasma screens displaying train-schedules also broadcasted an ‘education’ copy demonstrating easy steps to using Pantene anytime, anywhere. The brand message was broadcast through train station announcements - a negotiated exception. To complete their experience, Pantene ambassadors helped women ‘fix their hair’ at platforms, demonstrating usage and presenting samples.

Pantene’s Leave-on Hair Moisturiser was to be launched. This is a step-3 haircare product and category Singaporeans were unfamiliar with.

The communication goal was a) positioning of new haircare concept ‘haircare on-the-move’ b) to convince working women how easy the product was to use for removing frizz ‘anytime, anywhere’.

Results were moving: Brand recall indexed at 115 and advertising recall increased by 75% (breaking category launch norm of 25-40%).

Sales surpassed all client expectations and projections: 70% of ANNUAL sales targets shipped by month two of campaign.Return on investment valued at 300%.

Special reflective material was sourced to create ‘mirrors’ with core messaging, placed across train windows. We created three situational messages, placed next to the mirror advertisements. Looking into the mirrors while on-the-move, women became part of the media space, teased with the situational messages: 1) ‘Hot date at the next stop? Fix your hair now.’ 2) 'Heading for a job interview? Fix your hair now.’3) 'Early meeting with the boss? Fix your hair now.’

A simple test confirmed; nearly every working woman (80%) checks herself out in reflective surfaces with the urge for that final touch-up while in transit. Whether to-and-from office, shopping or dating. With this insight, we decided to turn initially casual reflective surfaces (windows on working women’s most used transit media – mass rapid transit trains) into useable ‘mirror advertisements’.

Timmerman & Tan Advertising Pte Ltd