Cannes Lions

ALWAYS FEMININE PROTECTION

STARCOM CHILE, Santiago / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

Overview

Execution

A viral plan was developed with popular Chile reality show “Granjeras,” wherein young women collaborated in teams on extreme sport activities to win prizes, like a luxury Spa package. Viewers were invited to compete for the same spa prize as contestants by participating in an Always-branded promotion integrated in the show. The promotion leveraged collaborative social networks, with points awarded for every friend successfully registered; the person with the most referrals at the end won.

Outcome

The campaign generated 330,000 contacts and 76,000 registrations. Each contestant invited six or more friends to participate on average. Of those young women surveyed, 83% indicated that the media and format of the contest was good or very good, and 73% mentioned Always as ranking first place in purchase intent.

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