Wednesday, June 17, 2009

Charmin's move 'ambient-style'

This campaign was created by Daniela Krautsack for SCA and their brand Charmin. The premium toilet paper brand Charmin which was owned by P&G before purchased by SCA a few years ago, will be called Zewa Moll deluxe soon. SCA hired Epamedia, Austria's largest Public Space company and Daniela Krautsack, creative consultant and ambient media expert to develop an unconventional media campaign along Vienna's busiest shopping street.

Media strategy was to dominate Mariahilfer Straße (to be compared with London's Oxford street) with many different touch points - surprising locations, charming messages and a product sampling in a very likeable style. Thousands of toilet paper rolls were sampled through a team of Leonard bears who not only distributed the rolls by explaining that the brand would move 'homes' (from Charmin to Zewa Moll deluxe), the bears hugged people. It was astonishing to experience how open the people were to this physical touch.

Streetstickers and guerilla signs were mounted alongside the busy shopping street. The bear also appeared in shop windows and in the display window of Vienna's busiest English cinema. The most popular ice cream store Bortolotti was sponsored - their toilet doors and mirrors were covered in oversized advertising messages and the store received free toilet paper for a 2 months period.

Below is the link to our youtube video that will show the expressions of people we 'touched' with this campaign.

No comments:

Post a Comment