Category: Best Use of Integrated Media
Advertiser: P&G
Product/Service: FEBREZE
Agency: GREY NEW YORK
Media Agency: SMG MULTICULTURAL, New York, USA
President/Chief Creative Officer: Tor Myhren (Grey NY)
Executive Creative Director: Per Pedersen (Grey NY)
Creative Director: Jeff Stamp (Grey NY)
Creative Director: Rob Perillo (Grey NY)
Creative Director: Rob Lenois (Grey NY)
Associate Creative Director: Erik Tell (Grey NY)
Associate Creative Director: Marie Ronn (Grey NY)
Co-Chief Creative Officer: Jeff Odiorne (Grey NY)
Associate Director Of Broadcast: James Mcpherson (Grey NY)
Vice President/Producer: David Cardinali (Grey NY)
Producer: Angela Ong (Grey NY)
Assistant Producer: Zachary Fleming (Grey Ny)
Global Brand Agency Leader: Rick Reilly (Grey NY)
Account Director: Jean Donahue (Grey NY)
Account Director: Elizabeth Gilchrist (Grey NY)
Group Management Supervisor: Elena Grasmann (Grey NY)
Account Supervisor: Diana Silfen (Grey NY)
Account Executive: Emily Darby (Grey NY)
Editor (TV): Adam Smith (Beast NY)
Editor (Digital): Rebecca Beluk (Beast NY)
Media placement: TV Spot - FX, MSNBC, E!, CNN, A&E - 8 July 2011
Media placement: Digital Content - Facebook - 14 July 2011
Media placement: Live Activation - Meat Packing District, NYC - 13 October 2011
Media placement: Print - Canadian Living, Today's Parent - 1 September 2011
Insights, Strategy & the Idea
Febreze – the air freshener from Procter & Gamble - wanted to prove to the sceptics that it really eliminates the toughest odours, no matter what!
The entire campaign evolved around a series of real world experiments based on the universal insight that you can close your eyes, but you can never turn off your nose.
The experiments were all conducted to prove that Febreze culd tackle even the toughest odor challenges no matter what, The experiments were turned TV spots, print advertising, interactive digital experiments, online film, UGC documentaries, live stunts and even an Olympic sponsorship.
The Breathe Happy smell experiments were launched.
Here people were given a first-hand experience that Febreze really works through real smell experiments. People right off the street were blindfolded and exposed to smelly items. They described ‘what they smelled’ and witnessed first hand that Febreze really works.
Creative Execution
In phase 1 of the campaign a total of 32 experiments were conducted in the smelliest places we could find, all over the world.
In phase 2 we shared the experiments with Influencers and bloggers to generate buzz. Resulting in 2,000,000 earned media impressions timed to support the mass media roll out,
In phase 3 the experiments were turned into TV commercials including a special 60 second announcement spot that was aired in unavoidable high-impact media during prime time high-profile shows. This resulted in +50,000,000 people simultaneously being exposed to Febreze’s mission.
In the final phase people could engage with the experiments themselves. Live experiments were conducted in shopping malls and on high traffic urban locations.
Febreze even became the proud sponsor of the biggest odor challenge of the Olympics: The Azerbaijani Olympic Wrestling team, making wrestling the best smelling sport of the games!
Results and Effectiveness
The campaign generating more than 1,100,000.000 media impressions, including a quadrupled number of PR uptakes and blogger/media buzz. The campaign was featured in mayor newspapers and as content in TV shows.
All touch points directed people to Facebook resulting in a 425% increase in fans, This allowed a massive increase in consumer interaction with more than 1,000,000 views of online videos and with over 15,000 people submitting their own odour stories.
In a year with no new products, the campaign made Febreze one of the fastest growing brands from Proctor & Gamble with an increase in dollar share of 36 percentage points.