Advertiser: P&G
Agency: PUBLICIS KAPLAN THALER
Category: Best Use of Screens
Mixer: Keith Reynaud (Heard City)
Bal Worldwide Account Director: Gail Hollander (Publicis Kaplan Thaler)
Agency Producer: Nikki Brancati (Publicis Kaplan Thaler)
Agency Producer: Joanne Silberg (Publicis Kaplan Thaler)
Group Account Director: Colleen Dunphy-King (Publicis Kaplan Thaler)
Creative Director/Copywriter: Dan Cohen (Publicis Kaplan Thaler)
Creative Director/Art Director: Steven Emry (Publicis Kaplan Thaler)
Executive Creative Director: David Corr (Publicis Kaplan Thaler)
Editor: Heather Danosky (Fluid)
Chief Creative Officer: Rob Feakins (Publicis Kaplan Thaler)
Effectiveness
The Charmin Intermissions were a tremendous success. Social engagement increased 244% per airing. Decline in household penetration reversed with airing. Production cost was less than 10% of a traditional 30 second spot. The Charmin Intermissions will now move into live events in 2014.
Strategy
How does a brand optimize television commercial breaks when viewers usually go to the bathroom?
Execution
Charmin created a campaign of :60 Charmin Intermissions that encouraged/stimulated people to go to the bathroom and enjoy the experience of using Charmin. Each Charmin Intermission had its own theme that entertained audiences who stayed to watch the commercials.