Cannes Lions

Impure Water®

INTEGER\OUTPROMO, Sao Paulo / PROCTER & GAMBLE / 2017

Presentation Image
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Description

As the idea was not to show children suffering and other sad scenes, the strength of our proposal was to cause estrangement by inserting dirty water into the lifestyle of our target, to get visibility to the cause.

So that we have created an unsustainable product! We presented the Impure Water.

The Impure Water was the spark that the campaign needed to generate the visibility to engage the people. It helped to build activations and special approaches online and offline, and mainly helped to donate clean water by the purchase of participating products.

We distributed bottles of Impure Water in taxis and disclosed the product in stores, campaign site and posts in social networks. All this presented by the famous ambassador of the brand: presenter Rodrigo Faro.

The key visual and the message we build shows, in a practical way, the objective of the campaign and the role of the target.

Execution

In addition to all other campaign initiatives (see video case), we approached all the passengers who used UBER's main competing app, Easy Go, over a weekend in their fleet available throughout the period.

The production of the video case and the elements that formed the activation, as well as the liquid that imitated the Impure Water, were idealized by the agency along with specialized professionals to ensure that everything happened by the safety standards of urban transport initiatives.

We had only online media investment, between September 5 and 30, 2016, considering the intelligence of posts with geolocation near the points of sale and Yahoo! and Facebook to publicize the campaign video, which means without mass media support.

Media investment on Yahoo!: $11,185.00

Media investment on Facebook: R$ $25,313.00

The other investments of the offline initiative were in partnership considering just the hiring of promoters, communication materials, packing production of theImpure Water and press office.

Outcome

The video achieved more than 3 million views, 30,000 reactions, 13,000 Facebook shares, engagement in the campaign influencer’s social networks and great repercussion in blogs and portals with the #umdiamelhor. (# a better day).

We also had in-stores materials in all Walmart stores in Brazil, increasing sell-out of P&G products, and 50 promoters approaching more than 100 thousand people during the campaign. This all generated the expressive number of 1.6 million days of clean water and a ROI of 2,4 during the month of the campaign.

We had only online media investment, between September 5 and 30, 2016, considering the intelligence of posts with geolocation near the points of sale and Yahoo! and Facebook to publicize the campaign video, which means without mass media support.

Media investment on Yahoo!: $11,185.00 /on Facebook: $25,313.00

Similar Campaigns

12 items

1 Cannes Lions Award
TRUST YOUR POWER

SAATCHI & SAATCHI, New york

TRUST YOUR POWER

2014, PROCTER & GAMBLE

(opens in a new tab)