Product sampling at Australia's busiest beach
To support the launch of its new 3 Minute Miracle hair care range, Pantene wanted to attract new potential customers and encourage product sampling. With an iconic Sydney beach-side location in mind, agency client Bastion Effect approached DisplayWise with an idea to create an experiential campaign to educate, drive awareness and create social buzz.
In response to the brief, DisplayWise created the Pantene ‘Summer Shower’ on the Bondi Pavilion Forecourt. As beach-goers came out of the surf and off the sand, they were given the opportunity to rinse off and sample the new Pantene Pro-V Daily Moisture Renewal Shampoo and 3 Minute Miracle Conditioner.
The display was built to approximately 2500mm high and featured bold branding on all sides to ensure maximum visibility. This wasn’t the first outdoor shower experience created by DisplayWise, so the team was well equipped to manage the logistics of water supply and wastage in the high traffic area.
The activation proved to be an ideal platform for Pantene to encourage product trials and raise awareness for the range, designed to protect hair from daily damage by sun, salt and chlorine.
The campaign was a great success, with over 500 showers taken and 12,000 samples distributed. Posts were also shared on social media using #PanteneSummer.