Cannes Lions

SOAP

PONTO BRAND PROMOTION, Sao Paulo / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

Overview

Execution

São Paulo has been through a change. Many forms of media communication were outlawed to create a visually cleaner city.To show that ACE is the synonym for whiteness and efficiency we supported the brand in a fight for such cleansing.In the great icons of whiteness throughout the city, such as OCA and the taxi fleet, a special communication was implemented to activate the features of the product.The slogan “Ah if every white was like that” invited consumers to access the website www.projetoacetodacidadefosselimpa.com.br, to interact with the brand, and be updated on the “cleansing” actions throughout the city.

Outcome

The campaign generated PR and great acceptance from consumers, since the brand’s customer care service received 20% more calls praising the initiatives taken.

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