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Febreze Experiment: Communal Bathroom

headlinecnen
Breathe Happy...No Matter What
basics
Industry: House, Garden & Pets
Media:TV & Cinema
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
情节
SUMMARY:
The “Breathe Happy” campaign proves how a disruptive format and insight led to a creative idea that was not only able to grow the brand significantly across very different markets, but also truly engage with consumers in a category of “broken promises”.

Procter & Gamble’s brand Febreze originally entered the market as an odour-eliminating fabric refresher, but soon expanded into the Air Care category. Febreze was looking for a disruptive marketing campaign that would boost their sales in two key markets, Germany and the United Kingdom.

Modern women who see themselves less as housewives, but more as the “Home Chief Operating Officer”, constantly managing the family and the home.

The toughest challenge strategy would be to fight the scepticism of the target audience head on, while coming up with a campaign that would work in very different markets.

The core of the idea was to use real people blindfolded (dramatizing the insight “you can close your eyes but you cannot close your nose”) and let them experience what the freshness of Febreze could do.

Unconventional experiments were designed and every time an authentic consumer reaction of “wow” occurred, this conveyed the product performance in a believable manner.

Against challenging business and marketing objectives, Febreze increased penetration by significantly more than 10% and exceeded the value share growth target in both markets as competitors lost share. The campaign also significantly grew value sales as evidenced by the pre-post comparison.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Planner:
Production Company:
Producer:
Director:
Director of Photography:
Editing:
Music:
Sound Design:
Post Production:
Animation:
Other credit:Arrangement: Glen Landrum/Sound Lounge
Audio Engineer: Glen Landrum
Brand Communications Director: Rick Reilly
Others/Credit: Bettina Tuerpitz
awards
EACA Euro Effies 2012
Gold FMCG
FMCG
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