Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: EURO RSCG AUSTRALIA/ RECKITT BENCKISER
Product/Service: HARPIC WHITE AND SHINE
Agency: EURO RSCG AUSTRALIA
Executive Creative Director: Steve Coll (Euro RSCG Australia)
Writer: Christopher Johnson (Euro RSCG Australia)
Art Director: Dave Ladd (Euro RSCG Australia)
Head Of TV: Monique Pardavi (Euro RSCG Australia)
Producer: Chris Hulsman (Euro RSCG Australia)
Group Account Director: Holly Ripper (Euro RSCG Australia)
Account Manager: Josh Sandford (Euro RSCG Australia)
Client: Chris Tedesco (Reckitt Benckiser)
Client: Jennifer Osborne (Reckitt Benckiser)
Client: Amy Kitchener (Reckitt Benckiser)
TV Editor: Beau Simmons (Euro RSCG Australia)
Media placement: TVC National - All Commercial Stations - 20th October 2011
Media placement: Radio National - All Commercial Stations - 27th October 2011
Media placement: Print - Sun Herald - 2nd September 2011
Media placement: Outdoor - Metro JC Decaux - 9th September 2011
Media placement: Online TV Plus - Various Sites - 9th September 2011
Media placement: Webpage - harpicapology.com.au - 25th September 2011
Describe the brief/objective of the direct campaign.
To boost sales and market share of Harpic White & Shine our client gave us the unenviable task of persuading consumers to clean the toilet every day, instead of their usual weekly clean.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In research women told us a simple truth: men make the mess and women clean it up. From this insight we created a fresh, entertaining platform to draw consumers' attention to daily toilet messes - Harpic Toilet Confessions – where the men of Australia finally came clean for their toilet crimes.
We launched the idea with a national advertising campaign which included television, radio, newspapers, outdoor and online. We then encouraged men to visit our direct response website and create their own personalised apologies - these were then posted on social media, our dishonour roll and sent via email.
Explain why the creative execution was relevant to the product or service.
Nobody wants to clean the toilet, so we looked for a fun, entertaining direct response campaign to engage consumers with a topic and product that most people would rather ignore.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Sales increased by 18.0%
Market share rose 3.5%
Thousands of apologies were generated via our website, email, Facebook, Twitter and in our toilet confessional
7,165 people visited the promotional website
43,581 people shared their apologies on Facebook
Harpic White & Shine’s most successful direct response campaign to date