PANTENE PRO-V VENDING MACHINE
A digital sampling campaign that leaves a lasting impression.
Task & objectives
The task was to develop an innovative sampling experience for the Pantene brand and Procter & Gamble that would create product proximity, integrate digital activation, and specifically target new audiences—all in high-traffic urban locations. The focus was on the Pantene Pro-V Conditioner Repair & Care line. The goal was to combine maximum visibility, a simple user journey, and high distribution with high quality standards.
Idea & implementation
EAST END realized a modern vending machine concept that rethinks classic product sampling. A strikingly branded machine was placed in each of the top retail locations Europa Passage Hamburg and Skyline Plaza Frankfurt. Users could easily secure their product via SMS verification and QR code – and then pick up the hair care product directly on site after completing a short mini quiz.
The activation was accompanied by targeted communication in the surrounding area and a social media push: in Hamburg, influencer Andrea Subotic generated additional reach among the target group with an Instagram reel.
Result
The sampling concept was a complete success – all targets were met or exceeded.
- 1,000 Pantene Pro-V bottles per city were distributed in full
- In Frankfurt, the vending machine was empty after just three days – interest exceeded all expectations
- In Hamburg, the campaign ran for the entire duration – including additional buzz generated by influencer activation
The case study shows how digital touchpoints, the retail environment, and smart mechanics can create a brand-oriented, activating experience – while also generating sustainable reach and brand loyalty.
