GOEZY: TOILET PAPER SCULPTURES

Credits & Description:

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging

Advertiser: MEGA LIFESCIENCES

Product/Service: NATURAL HERBAL LAXATIVE

Agency: PHOENIX OGILVY

Date of First Appearance: Nov 15 2009 12:00AM

Entrant Company: PHOENIX OGILVY, Colombo, SRI LANKA

Executive Creative Director: Irvin Weerackody (Phoenix Ogilvy)

Executive Creative Director: Sumanto Chattopadhyay (Phoenix Ogilvy)

Creative Director: Sujoy Roy (Phoenix Ogilvy)

Creative Director: Ransley Burrows (Phoenix Ogilvy)

Creative Director: David Blacker (Phoenix Ogilvy)

Art Director: Priyanka Kumara (Phoenix Ogilvy)

Art Director: Surani Bandara (Phoenix Ogilvy)

Art Director: Naushika Perera (Phoenix Ogilvy)

Art Director: Ranga Perera (Phoenix Ogilvy)

Art Director: Basil Cooray (Phoenix Ogilvy)

Copywriter: Asif Ansar (Phoenix Ogilvy)

Producer/Cinematographer: Misha Wickramanayake (Phoenix Ogilvy)

Production House: X10 (X10 Productions)

Account Director: Shani Karunaratne (Phoenix Ogilvy)

Client Servicing Director: Prabha Alexander (Phoenix Ogilvy)

Account Executive: Theekshani Ekanayake (Phoenix Ogilvy)

Media placement: Point Of Sale at Pharmacies - Pharmacies In Supermarkets And All Major Pharmacies In Colombo - 15th November 2009



Describe the objective of the promotion.

To launch the Mega Lifesciences laxative brand Goezy with minimum budgets that maximized hype.



Describe how the promotion developed from concept to implementation

We decided to recreate the feeling of having to spend hours in the toilet when you are constipated. So we briefed artists to create sculptures on the theme ‘Struggle’ using toilet paper rolls. The sculptures were exhibited in pharmacies and supermarkets. Each piece carried titles which mentioned the artist’s name and the number of hours he spent in the loo. Goezy took ownership of helping relieve the artists of constipation.



Describe the success of the promotion with both client and consumer including some quantifiable results

This one-of-a-kind launch made headlines and generated a lot of free media publicity for Goezy. Stocks were sold out in the first three weeks after the communication campaign was initiated.



Explain why the method of promotion was most relevant to the product or service

The toilet paper sculptures were a welcome relief from the run-of-the-mill tent cards and Point of Sale material exhibited at the pharmacies. These sculptures drew immediate attention, with a twist of exaggeration, exhibiting that time spent in the toilet could be minimised by using Goezy.