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PANTENE THAILAND: the hair falling billboard
WORK FROM PREVIOUS AGENCY
A billboard installation that
was activated by a real-time air pollution measurement
Pantene found a shocking fact that pollution is the culprit behind your non-stop hair fall and they wanted to shine a light on this issue with a real demonstration.
We thought the only way to do that was to show it live, in the most prominent area where pollution was high and people didn't realize how it would affect their hair health.
We covered a conventional billboard with hair-like material attached to a mechanic bar that was connected to an air quality monitoring device.
The mechanic bar would release "hair" strands when the AQI (Air Quality Index) went above the good standard of 50 psi.
A 10-day stunt that got
the internet talking.
Hair stopped falling and sales kept growing.
The credit goes to our brave client. Once the billboard was up, the social media started to talk, simply because there were no brand at all on the billboard.
Some people thought it was an ad for a new horror movie, some thought it was an art installation, some guessed correctly that it had something to do with a shampoo ad. Whatever the guess was, it created a conversation about Pantene. The result? It broke the record of the highest sales conversion results in Pantene Thailand's history.
sales growth
11%
sales growth
11%
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ADFEST - BRONZE
earn media value
2M/THB
earn media value
2M/THB
ADSTAR - BRONZE
B.A.D AWARDS - BRONZE
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