Pantene: Comb

Grey Hong Kong created a comb placed on top of a quasi article of a web page telling the "rough situations of current women". Upon clicking, the comb will fall down vertically, and transform the horizontal copy lines into vertical ones at ease. The ad then immediately directs the viewer to Pantene’s home site for further information.
Result:
The banner ad was placed in a popular ladies targeted website she.com for only one week. The impact is impressive. Without any promotion attached, the ad received 1637 clicks in merely 2 weeks. Over 70% of the respondents in an effectiveness interview after the launch period reflected that the ad is refreshing and intrigued by its special placement in “ Social “sector instead of “Beauty” Sector.