Cannes Lions

GAIN LAUNDRY DETERGENT

MEDIAVEST WORLDWIDE, New York / PROCTER & GAMBLE / 2006

Presentation Image

Overview

Entries

Credits

Overview

Execution

Every day during the campaign, listeners were urged to call in to win tickets to the Hottest Event in town…the Gain Laundry Party. Winners would gain access to a local area Laundromat where they would get to party and do their laundry with Shamra, Philadelphia’s number one DJ among African American women. Winners were able to do their laundry for free, sample product, win great prizes, and party with “their station”.

Outcome

Gain turned an everyday chore into a reason to celebrate, by integrating into the Philadelphia African American community. Volume shipments increased 14% during the 10 week Laundry Party Period versus the prior 10 week period. We also created a successful, transferable platform that can be expanded to other markets.

Similar Campaigns

12 items

1 Spikes Asia Award
Bittu, The 75-Year-Old Student

LEO BURNETT INDIA, Mumbai

Bittu, The 75-Year-Old Student

2019, PROCTER & GAMBLE

(opens in a new tab)