Cannes Lions

CLEANING PRODUCTS

SAATCHI & SAATCHI, London / PROCTER & GAMBLE / 2005

Overview

Entries

Credits

Overview

Execution

We made our targets the focal point of the mailing. We intercepted the real newspaper hot off the printing press, substituted their lead story with ours, printed a new front page, wrapped it round the original paper and couriered it to our targets’ desk to be there first thing in the morning.

Outcome

At the time of writing, 4 care home groups (representing a total of nearly 700 homes) had initiated contact with P&G Professional. That’s a response rate of 25%. Meanwhile, unaided awareness of the company has shot up from 15% to 70%.

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