To demonstrate Pantene’s hair repair benefit, we capitalised on the hottest trend in the Philippines—ice-skating—made mainstream and trending by the first Filipino to compete in the Sochi Winter Olympics.

We embedded an image of hair on an ice-skating rink. This hair image got damaged as the public skated on the ice surface. Then, a branded ice-smoothening truck smoothened out the ice surface in 2-hour intervals.

This demonstrated Pantene's product action: smoothens damaged hair.

We rented an Olympic-size rink at the biggest mall in Metro Manila with the most foot traffic. We dug a 5 cm deep hole, installed a billboard-size image of hair on the ice, and manually doused it with over 2,500 gallons of water. It froze for 30 days at -5 degrees Celsius.

As the public skated on the ice surface, the image of hair got damaged.

We branded the ice resurfacer with our product and tagline. During 3-4 daily maintenance sweeps, the resurfacer transformed the damaged ice, restoring the image’s beauty. This helped reinforce Pantene’s damage repair messaging in an impactful way to the audience.

A branded ice resurfacer transformed the damaged ice every 3 hours reinforcing Pantene’s damage repair messaging in an impactful way to the audience.

The campaign contributed: 101% sales revenue versus previous period in the city of Pasay, Metro Manila, surrounding the rink; Pantene reporting a 7.6% share of the conditioners category in May 2015 representing a 16% increase compared to same month of the previous year; and 100% target market engagement which averages almost 700 consumers participating in Hair On Ice each day. Online, the campaign saw a media reach of almost 500,000 at zero media cost to us.