Category: Ambient Media (Large Scale)
Advertiser: PROCTER & GAMBLE
Product/Service: MULTIBRAND
Agency: NEWSTYLE
Chief Creative Director: Claudio Xavier (Newstyle)
Chief Account Director: Alice Coutinho (Newstyle)
Creative Director: Thomas Tagliaferro (Newstyle)
Art Director: Renato Borges (Newstyle)
Copywriter: Thiago Campelo (Newstyle)
Planner Manager: Claudia Bertoni (Newstyle)
Planner: Thiago Nascimento (Newstyle)
Account Director: Carolina Vanuci (Newstyle)
Account: Erika Lopes (Newstyle)
Event Manager: Claudio Olimpio (Newstyle)
Event Producer: Kadu Sousa (Newstyle)
Illustrator: Fernando Mielli (Newstyle)
Illustrator: André Paiva (Newstyle)
RTVC Producer: Paula Valéria (Newstyle)
Media placement: Activation - Events Spaces - 31 August 2011
Describe the brief/objective of the direct campaign.
Show the trade and a chosen group of journalists and opinion makers that P&G understands Brazilian consumers and has a product line that is right for the most varied everyday needs; and do so at its biggest corporate event in Brazil, the P&G Experience. The strategy is based on surprising the public with an unusual initiative, which brings together content and entertainment to guarantee involvement and message retention.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
P&G Experience is made for the trade. The goal is to engage this consumer regarding brand messages and raise the company's product sell-ins. At this attraction-filled event, we had to innovate. So we looked for a simple element, capable of showing Brazilian know-how and the Brazilian relationship with P&G products: a home. This house was a circuit of projections, split into 9 rooms with furniture to scale, 3D rear projection and sensorial interactivity. In each room, a sketch showed the family's life, highlighting a P&G product in the story and interacting with the public.
Explain why the creative execution was relevant to the product or service.
Creative execution took the spotlight from products and everyday messages out of the picture and put it on emotional and rational beliefs connected with contexts of use, through a range of technologies used to create a surprising and memorable platform. Its originality helped to create business, proving to be quite effective in communicating directly to the trade. What could be the simple demonstration of facts and products usually found at these kinds of events was instead transformed into a remarkable experience, which provided a lot of entertaining content in an ‘amusement park’-type style.
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.
The home became the main attraction at the event. More than 1,000 people including top trade representatives, the press and opinion makers interacted with the display, contributing to a return on media of over BRL 7m, with more than 25m people impacted by the P&G Experience. The visit to the Santos Family gave the company a higher profile in terms of consumer knowledge. Trade engagement on new initiatives and promotions rose, with adhesion to the P&G Experience 95% higher than the previous year.