Cannes Lions

CORPORATE IMAGE

WIEDEN+KENNEDY, Portland / PROCTER & GAMBLE / 2010

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Overview

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Credits

Overview

Description

In 2009, P&G signed its first-ever Olympic sponsorship to begin at the 2010 Winter Olympics.The challenge was to create an authentic connection for Procter & Gamble and 18 of its brands that links their brand purpose (Touching Lives, Improving Life) to the Olympics.Since brands don’t sponsor the Olympics (companies do), we decided to create the first-ever corporate campaign in P&G’s 170-plus-year history.We didn’t make athletes the hero—we celebrated moms. Because every Olympic athlete has a mom. And P&G loves moms.The 'Thank you, Mom' campaign was a fully integrated effort that acknowledged her rightful place in these Games. The tagline 'P&G, Proud sponsor of Moms' was used to tie in all elements of the campaign.Most importantly, we walked the talk for this first-ever corporate campaign. P&G flew all Team USA Moms to Vancouver and built a 'home away from home' for them and their families.

Execution

Beginning with the opening ceremonies of the 2010 Winter Olympics, P&G launched a 'Thank you, Mom' integrated campaign with the tagline 'P&G, Proud sponsor of Moms.'P&G kicked off their first-ever corporate campaign with a 'brand-first' action. They flew all Team USA moms to Vancouver and built a 'home away from home' for them and their families.The television portion consisted of three spots. The first aired during the opening ceremonies and combined the emotion of the Olympics with a thank-you message to moms. The second spot aired midway through the Games and broadened the message beyond the Olympics to encourage consumers to thank their own moms. The third spot featured footage of 2010 Olympic moms and their in-the-moment reactions while watching their kids’ performances.During opening ceremonies www.thankyoumom.com was launched, a place where consumers could enjoy Olympic-mom focused content and send their own message of thanks to their moms.

Outcome

This campaign was the first-ever corporate campaign in P&G’s 170-plus-year history. The stakes were high, and both the client and the consumer were not disappointed.In fact, midway through the Olympic Games, P&G was so moved by the positive consumer and employee response to the campaign that they decided to extend the campaign elements to continue through the Paralympic Games, Special Olympics and Mother’s Day. Planning is already under way for London 2012.A few important statistics to note over the Games’ 17 days:• Consumer reaction was overwhelming, with over 5 billion impressions to date and counting.• Over 400,000 new Facebook fans were added.• Over 50,000 tweets about the campaign were made.• Since the Olympics, P&G posted its highest market share of the year, led by significant gains by priority Olympic brands like Tide and Pampers.

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