Cannes Lions

CHARMIN TOILET TISSUE

GIGUNDA GROUP, Manchester / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

Overview

Execution

Continuing its much heralded and innovative “Red Cross of Restrooms” vision to provide families with free and clean public restrooms where they’re needed most, Charmin created another category first by opening the world’s first ever pop-up restroom in the heart of NYC, Times Square! To deliver this ultimate Brand-As-Hero / Brand-As-Destination fully immersive family experience, a crew of 200+ craftsman, carpenters and plumbers worked around the clock to transform 12,000 square feet of raw retail space into a stunning over-the-top and top-of-the-line family oasis of comfort!

Outcome

• 464,600,000 media impressions at the time of entry (2½ times the goal!) with 191,000,000 in the first 24 hours • Exposure in almost every major newspaper and on almost every network (domestic & worldwide) • Hosted 428,328 family guests from November 20th through December 31st, 2006 (approximately 10,800 per day!)• Families from all 50 states & over 110 countries • Average family visit…22 minutes!• 400+ user-generated videos on YouTube.com • 95% of all families captured 3 or more pictures or video inside the Experience• Two documented marriage proposals at the Charmin NYC Restrooms

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