Winner of two Spikes Asia Awards, including Best Integrated Campaign led by PR. It is also shortlisted in the London International Awards.
‘Whiter whites’ is a laundry message that has been around for decades. Consumers are overly familiar with the traditional methods of delivering this message, especially on traditional mediums, from ‘the doorstep challenge’ to ‘side by side’ demonstrations. As a result, consumers are tuning out.
Low engagement is a major problem for the category. Our challenge was to deliver a traditional message in a new and non-traditional way. To promote Vanish NapiSan’s new product range, Oxi Action Crystal White, we decided to attempt sponsor the White House.
DELIVERY AND EXECUTION
Working with our sister advertising agency Euro RSCG, Red Agency, developed a strategic campaign that would increase brand awareness and engage a new audience with the Vanish NapiSan brand.
We sent sponsorship spokesperson, Adam Whittaker, to visit the US in an attempt to seek support from Americans. The strategy was to document this audacious bid and feed this content into Facebook, spark media interest and for the first time ever take the brand into social media. We set up meetings for Adam with US politicians, influencers and celebrities, and captured voxpops of Adam putting the idea to regular Americans around the city.
When our campaign to sponsor the White House in the US failed, we then put a call out for nominations from the public to sponsor an Australian white house. The ‘Sponsor A White House’ search gave loyal customers and a new audience the opportunity to nominate their own ‘White House’ ideas. People could ask Vanish NapiSan to sponsor their building, home, family, or something of theirs associated with the words ‘White House’.
Queensland flood victims Carol and Darren Boman won the $25,000 sponsorship from Vanish NapiSan to repair their white house, which was ravaged by the Brisbane floods.
- The campaign received widespread media coverage in Australia receiving attention in every major national/state based newspaper including The Australian, The Australian Financial Review and Sydney Morning Herald.
- With over 200 media items in total, the campaign also received attention in the US with media coverage on key news websites including CNBC, ABC and two live TV interviews on Fox News, each airing to 50million American homes.
- The campaign also leveraged social media with a Twitter reach of 600,000 and 23,000 visits to the Facebook page.