Cannes Lions

MULTIBRAND

NEWSTYLE, Sao Paulo / PROCTER & GAMBLE / 2012

Film
Film
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Overview

Entries

Credits

OVERVIEW

Execution

P&G Experience is an event made for trade. In a context full of celebrities, brand booths and new initiatives, innovation was fundamental to catching the trade's attention and engaging it. So we looked for a simple element, capable of showing Brazilian know-how and the Brazilian relationship with P&G products: a home.

This house was a unique circuit of integrated projections, split into 9 rooms with furniture to scale, 3D rear projection and sensorial interactivity.In each room, a sketch showed the family's life, highlighting a P&G product in the story and interacting with the public.

Outcome

The home became the main attraction at the event. More than 1,000 people including top trade representatives, the press and opinion-makers interacted with the display, contributing to a return on media of BRL 7m+, with more than 25m people impacted by the P&G Experience. The visit to the Santos Family gave the company a higher profile in terms of consumer knowledge. Trade engagement on new initiatives and promotions rose, with adhesion to the P&G Experience 95% higher than the previous year.

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12 items

Shortlisted Cannes Lions
Who

Y&R SÃO PAULO, Sao paulo

Who

2016, COLGATE-PALMOLIVE

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