Kleenex: BIG NOSE CAMPAIGN

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: KIMBERLY-CLARK

Product/Service: KLEENEX

Agency: JWT LONDON

Date of First Appearance: Oct 18 2010

Entrant Company: JWT LONDON, UNITED KINGDOM

Entry URL: http://www.grossenase.ch/

Executive Creative Director: Russell Ramsey (JWT)

Creative Director: Dominick Lynch-Robinson (JWT)

Copywriter: Craig Hunt (JWT)

Art Director: James Humphreys (JWT)

Agency Producer: Mita Bagchi (JWT)

Account Supervisor: Marianna Contaroudas (JWT)

Account Manager: Marina Belik (JWT)

Planner: Bianca Petroff (JWT)

Media placement: Press - German/French Magazines - 19/10/2010

Media placement: Interactive Banners - MSN, AdKey Network, QuismaX - 18/10/2010

Media placement: Packaging/POS - In-Store Across Switzerland - October 2010

Media placement: Ambient - Zurich Train Station - 18/10/2010

Media placement: Website - Http://www.grossenase.ch/ - 20/10/2010



Insights, Strategy & the Idea

Client’s brief was: to drive penetration of KLEENEX Extra (biggest tissue) in Switzerland by getting consumers to place a box of KLEENEX Extra in each room of their homes.



Our thoughts: KLEENEX has made their biggest tissue/hank ever. It’s so big we think it’s big enough for the biggest nose in Switzerland. So to prove our theory we want to find the owner of the biggest nose in Switzerland and get them to try it out. As thanks for proving us right we will reward the proud owner of the biggest nose in Switzerland with a KLEENEX Extra box stuffed full with CHF 10,000 (award ceremony will take place in March 2011). The winner will then demonstrate that KLEENEX Extra is big enough for his/ her nose by blowing into a tissue and giving it the thumbs up signal.



Target audience:

Families and Hanks Buyers - people who blow their noses more and with more emphasis, who therefore need tissue that can “take it”, a tissue fit for big nose-blowing occasions.



Creative Execution

Our actions: We built a website where people could upload photos, view a gallery of big noses, and vote for the biggest nose. On the website you could learn more about the product, the campaign and ultimately win a prize for the biggest nose in Switzerland.



During our search we kept the interest buzzing by launching various types of online and offline advertising activities (using Press, Online banners, PR, On-Pack and Experiential activity). The main purpose of the offline advertising was to drive traffic to the website:



Print:

20 Minuten, (German and French versions)

Migros Magazin (German and French versions)

Schweizer Illustrierte

Femina

L'Illustré



Online display banners:

MSN, AdKey Network, QuismaX



Ambient: we built and displayed the Big Nose (4mx4m size) in Zurich and in Basel train stations.



On-pack.



Results and Effectiveness

Effectiveness KPI: 100-120 pictures, 15,000-20,000 visitors



Results after 2 months:

- 175 uploaded pictures

- 30’000 visitors (26,000 unique visitors), 83% from Switzerland

- 66% direct traffic

- 5.57% Social Media (Facebook/Twitter)

- 8.5% Webbanner

- 1.38% earned online-PR