Cannes Lions

LENOR FABRIC SOFTENER

GREY BUCHAREST / PROCTER & GAMBLE / 2010

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The creative strategic solution focused on a consumer receptivity insight: we started brainstorming contexts in which our consumer was close to freshness in a genuine manner. The winning and most relevant context was the flower shop. More to that, one week before Easter, Romanians celebrate the Flower Feast, also called the Sunday of Flowers, when they give or send flowers to their significant others or their family.This came out as a perfect context for Lenor to communicate its new Aromatherapy, flower-scented line of softeners.

Outcome

Wrapping foils replicating the Lenor bottle artwork were placed in flower shops across Bucharest, creating surprise for the many customers and, at the same time, free media exposure for the brand in an environment where no competition was present.The area where the action took place is the most circulated one in Bucharest, with more 40,000 pedestrians daily.Also, a Lenor flower delivery service was available for men who wanted to surprise their dear ones offering them a Lenor-wrapped bouquet at their doorstep or in their office.All with very little money and effort.

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