Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: AMBI PUR
Media Agency: MEDIACOM WARSAW, POLAND
Brand Operations Integrated Manager: Małgorzata Michalik (Procter & Gamble)
Associated Brand Manager: Beata Rusak (Procter & Gamble)
Brand Manager: Karol Czupryński (Procter & Gamble)
Senior Communications Planner: Anna Krzysiak (Mediacom Warsaw)
Interaction Specialist: Joanna Skawińska (Mediacom Warsaw)
Media Specialist: Paweł Więckowski (Mediacom Warsaw)
Media Executive: Eliza Kalinowska (Mediacom Warsaw)
Account Manager: Łukasz Besaraba (Arbomedia Polska)
Regional Coordinator: Marcin Gliszyński (Arbomedia Polska)
Regional Coordinator: Bogumiła Grabowska (Arbomedia Polska)
Senior Account Executive: Agnieszka Woronowicz (Grey Group)
Creation: Renata Bujanowska (Grey Group)
Senior Account Executive: Dorota Mosakowska (Grey Group)
Movie Director: Jakub Łubiewski (Grey Group)
Movie Production: Filip Gładykowski (Grey Group)
Media placement: Ambient – Event - 10 Cities In PL Incl. Biggest Cities + Tourists Places & Resorts - 15 July 2011
Media placement: Digital Campaign - You Tube Channel: Www.youtube.com/ambipurpl - 23 July 2011
Insights, Strategy & the Idea
We had to launch Ambi-Pur’s new air freshener sprays - eight new fragrances that were 30% more expensive than the competition.
Consumers were sceptical:
- They thought all brands were the same
- They only used them in the toilet, limiting potential sales
Our insight was that, to justify the price premium, we would have to:
- Make consumers re-think just how important smell is
- Remind them that smell can transport us to another place and time
- Show them that smell alone can transform your whole perception of your surroundings
Our strategy was to dramatise all this by making smell into the only sense that mattered, letting consumers form a picture of their surroundings based solely on what their noses told them.
We would remove all other senses and transform smell into a powerful communications vehicle.
Creative Execution
We found run-down, dingy locations in Poland’s biggest cities and turned them into sensory torture rooms. By adding extra dirt, old food and rubbish, we made them horrible in every sense.
In every sense...except smell.
We sprayed Ambi-Pur in the rooms and then led blind-folded consumers into them. “Tell us where you are,” we said to them.
Only after they’d told us just how wonderful their surrounding were, did we take off the blind-folds and confront them with reality.
All encounters were filmed with hidden cameras and posted on YouTube, giving many more people the chance to experience the power of Ambi-Pur.
The activation was supported by TV, social media and online messages, all driving consumers to a dedicated Ambi-Pur channel where they could see these transformations.
Results and Effectiveness
In total 2,500 people experienced the Ambi-Pur transformation for themselves.
Social buzz took the experience to 241,000 more people.
YouTube views hit 840,000.
Finally, paid media extended the experience to 95% of our target audience.
The message has clearly cut through, delivering a massive increase in top of mind awareness of 28%.
An even greater increase in declared purchase was also delivered - independent market data shows declared purchase is up 38%.