Client’s brief: Drive penetration of Kleenex® Extra (biggest tissue) in Switzerland by getting consumers to buy a box of Kleenex® Extra.Our thoughts: Kleenex® has made their biggest tissue/hank ever. It’s so big we think it’s big enough for the biggest nose in Switzerland. So to prove our theory we want to find the owner of the biggest nose in Switzerland and get them to try it out. As thanks for proving us right we will reward the proud owner of the biggest nose in Switzerland with a Kleenex® Extra box stuffed full with CHF 10,000. The winner will then demonstrate that Kleenex® Extra is big enough for his/ her nose by blowing into a tissue and giving it the thumbs up signal.

Our actions: We built a website where people could upload photos, view a gallery of big noses, and vote for the biggest nose. On the website you could learn more about the product, the campaign and ultimately win a prize for the biggest nose in Switzerland.During our search we kept the interest buzzing by launching various types of online and offline advertising activities (using Press, Online banners, PR, On-Pack and Experiential activity). The main purpose of the offline advertising was to drive traffic to the website:Print: 20 Minuten, (German and French versions)Migros Magazin (German and French versions)Schweizer IllustrierteFeminaL'IllustréOnline display banners: MSN, AdKey Network, QuismaXAmbient: we built and displayed the Big Nose (4mx4m size) in Zurich and in Basel train stations.On-pack.

Effectiveness KPI: 100-120 pictures, 15,000-20,000 visitorsResults after 2 months: -175 uploaded pictures- 30’000 visitors (26,000 unique visitors), 83% from Switzerland- 66% direct traffic- 5.57% Social Media (Facebook/Twitter)- 8.5% Webbanner- 1.38% earned online-PR