Cannes Lions

CHARMIN TOILET TISSUE

GIGUNDA GROUP, Manchester / PROCTER & GAMBLE / 2007

Film

Overview

Entries

Credits

Overview

Description

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 an stunning over-the-top and top-of-the-line family oasis of comfort!

Execution

The Charmin NYC Restrooms represent the ultimate “point-of-relevancy” campaign, elevating Charmin to true trust-brand status. Charmin’s NYC efforts were multi-disciplinary, utilizing experiential marketing featuring 20 luxury restrooms cleaned after every use, outdoor advertising in the form of can’t-miss 2,000 square foot billboards in Times Square and NY airports reading “You’re in New York, Go In Style”, guerilla street teams in toilet costumes, and interactive media at www.CharminRestrooms.com where families could sign the guestbook, play flash games, and keep tabs on Charmin’s guests via the “Flush-O-Meter” the interactive map displaying the hometown of every visitor to Charmin’s NYC Restrooms.

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