Interactive 6-sheets were the lead media and the posters were created especially for this new medium. The creative had to educate people as to what exactly to do, and what they could win. The medium and the message worked together seamlessly, one would not have worked without the other. The communication overall was exactly in-line with the brand essence: fresh, fun and quirky, and gave people the opportunity to experience the Aussie brand for themselves.

For the first time in Western Europe, advertising the contest led to significant share growth – Pantene achieved its highest share to date. Equity shifts showed the emotional connection goal was also achieved…one contestant said “I would like to thank Pantene for giving me this opportunity and changing my life”.