Cannes Lions

FEBREZE TAKES DOWN OLYMPIC ODORS

GREY NEW YORK, New York / PROCTER & GAMBLE / 2013

Overview

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Overview

Description

Our Challenge:

Take a brand that is not synonymous with The Olympics and make it relevant to The Games and the life of the everyday mom in a way that is breakthrough and has never been seen before.

Our Idea:

Partner with the Olympic Azerbaijani wrestling team to prove that Febreze can eliminate even their Olympic-sized sports odors.

We flew four athletes-in-training from Azerbaijan to London to work up a stinky sweat in a gym and on their equipment. We then sprayed Febreze, brought in real people off the street, blind-folded them and had them verify that the odors were gone. In fact, they confirmed Febreze left their equipment and gym smelling like a “potpourri factory” or “fresh cut flowers”. Unbeknownst to them, the 4 muscle-men wrestlers were standing right at their side.

We taped the whole experiment, including the team’s interactions with their on-site towel boy, Christian, who had the ability to keep the wrestlers fresh with Febreze. We turned the footage into TV commercials. We also captured still shots for iMedia banners and print, team photos for the Press and our Facebook feed, behind-the-scenes footage to prove the odor experiment was real, bio interviews and a wrestling short for the guys to show off what they do best.

Results:

The Febreze Azerbaijani Olympics campaign got noticed world-wide.

A.) Exceeded goal of 100,000,000 media impressions with 273,901,525 total media impressions and 452 total media placements such as AdAge, Fox News.com, Popsop.com, Creativity in North America, UK Yahoo! Finance, France Doc News & Sports Strategies. (CISION)

B.) Obtained an in-color photo article in the New York Times garnering 27,999,940 impressions. (CISION)

C.) Exceeded video seeding goal and got audiences to watch our digital videos 642,701 times, resulting in an earned lift of 53%. (Visible Measures)

D.) Our Febreze Olympic video seeding campaign came in first in its competitive set when compared to other household product campaigns with Olympic creative on the Viewable Media Network. (Visible Measures)

E.) Febreze brand attribution to our Olympic commercials in market exceeded industry norm. (METT)

F.) Propelled us to #2 in value share in the UK, surpassing Reckitt Benckiser, while campaign was in market. (Nielsen)

G.) Saw 8.7% Air Effects sales increase versus same time last year in the US. (Nielsen)

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