Cannes Lions

PUR WATER PURIFIER

QUIGLEY SIMPSON, Los Angeles / PROCTER & GAMBLE / 2008

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Overview

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Credits

Overview

Description

Develop a :30 DRTV spot that inspires consumers to act and redeem brandSAVER coupons. The program’s credibility lies in its simplicity: when you redeem one coupon, we’ll give one litre of water to children in need. The Children’s Safe Drinking Water program has been running since 2003, funded solely by Procter & Gamble. When you buy P&G products, you are giving water to people who desperately need it. Four thousand children die every day from unsafe drinking water. P&G and the Centre for Disease Control have ground-breaking technology able to purify contaminated water. P&G aims to donate 50MM litres during March/April.

Execution

“Two Worlds” was created to illuminate the problem of unsafe, contaminated water around the world (and particularly in Africa) for US consumers and show them how easy it is to help even though we are a world away. It was important to highlight the brandSAVER consumer experience here in the US and show our target audience how the simple behaviour of clipping coupons from the newspaper can help improve lives. End the spot with a strong call to action reinforcing one coupon=one litre; and leave consumers with the question, “why wouldn’t I buy a P&G product in March/April?”

Outcome

With a very heavy media schedule focused around the two brandSAVER drop dates of March 2nd and April 6th 2008, the commercial drove people to redeem coupons to donate litres of water. In addition, the campaign leveraged World Water Day (March 22nd) and Earth Day (April 22nd) offering a significant opportunity for P&G to bring this Save Drinking Water issue to light and to highlight how P&G and the consumer can help. The projection is to donate 50MM litres of water in March/April.

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