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SPONSOR THE WHITE HOUSE

basics
Industry: House, Garden & Pets
Media:Promotion & Event
Published:Jul., 2011
Market:Australia
Style: Minimalism
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Producer:
Director:
Editing:
Sound Design:
Post Production:
Other credit:Creative Team: Peter Maniaty/Scott Sparks/Gavin Maloney
Head Of Tv: Monique Pardavi
Tv/Online Producer: Amy Friend
General Manager: James Wright, Red Agency
Pr Us: Us Activity Supported By Grayling Washington Dc And Cake/Workman Ent
Online: Heather Gavin, Cutting Edge
Field Producers: Brian Hegedus/Anna Marie Pitman, Window Productions/Freelance
Client: Jennifer Osborne, Chris Tedesco, Reckitt Benckiser
Brand Manager: Jennifer Osborne
Marketing Director: Chris Tedesco
Public Relations Manager: James Wright
Public Relations: Red Agency, Grayling Washington DC, Cake/Workman Entertainment New York
Head of Broadcast: Monique Pardavi
descriptioncnen
Describe the brief from the client
In Australia’s cluttered and largely generic fabric care market, we wanted Vanish Napisan to be famous for making white clothes white.

Describe how the promotion developed from concept to implementation
At the height of the US Debt Crisis, we wrote to every member of Congress offering to sponsor the White House for $25 million and simultaneously released a YouTube pitch to President Obama. Then we sent our brand ambassador, Adam Whittaker, to Washington DC. With the help of a US lobby firm, we pitched to Congressmen, Senators, everyday Americans and even the Secret Service, posting updates and films for our Facebook audience along the way. This generated global media interest. And, when Obama inevitably said "no", we used the publicity to launch our real campaign - an Australia-wide consumer promotion to sponsor a real Aussie family's 'white house'.

Describe the success of the promotion with both client and consumer including some quantifiable results:
Generated 15 times more media coverage than any previous Vanish Napisan campaign PR reach of 11 million people in Australia alone 93% penetration of "whiter whites" message 150 minutes of earned media in Australia Featured in every major Australian newspaper Secured two 6-minute segments on national US television Social media reach of 600,000+

Explain why the method of promotion was most relevant to the product or service
We knew a cheeky promotional campaign would deliver massive standout in a category that is, traditionally, very conservative. Through a potent mix of PR, radio, television, ambient, live appearances, online films and social media it captured the Australian public’s imagination, and provided the perfect platform for a major consumer promotion.
awards
Cannes Lions International Festival of Creativity 2012
Silver Promo
Best Sponsorship or Partnership Campaigns
Cannes Lions International Festival of Creativity 2012
Silver Promo
Fast Moving Consumer Goods (not including food)
Cannes Lions International Festival of Creativity 2012
Bronze PR
Consumer Goods, including FMCG and Household Products
Cannes Lions International Festival of Creativity 2012
Bronze PR
Best Integrated Campaign Led by PR
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