CHALLENGE:Convince consumers that going to the bathroom is actually a very enjoyable thing when you have the right environment.SOLUTION:We created the most enjoyable public bathroom in the world. The Charmin Restrooms.The Charmin Restrooms opened in the heart of Times Square with 20 clean, luxurious bathrooms. To open the conversation, Charmin conducted a national search to find social media activists to work as Brand Ambassadors at the restroom and spread the joy.Custom Charmin Toilet Tour Buses were also created to get the word out on the streets and drive people directly to the Charmin Restrooms.Each restroom was equipped with all the necessary “enjoy the go” essentials. Comfy toilets, iPods, reading material, and, of course, a choice of your favorite Charmin Bath Tissue.Thousands of conversations were inspired in person and online with Interactive Graffiti Walls, a Charmin Canfessional, and a Rate Your Go Digital Tracker.RESULTS:The results speak for themselves. Over 750,000 in person attendance averaging 22 minutes. Over 3 Billion Media Impressions. And countless new conversations about going to the bathroom.