Cannes Lions

TUB CHASERS

STARCOM MEDIAVEST GROUP, Dubai / MONDELEZ INTERNATIONAL / 2014

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

NO FEAR IN BATHTUB RACES

Trident was running a TV ad showing a local youth who spots a bathtub on the streets and with a magical spark from Trident, transforms the tub into a street racing vehicle. We wanted to bring this authentic and compelling idea to life and implement it across different media platforms.

Via an App we challenged consumers to design their own bathtub racer. Participants could share pictures of their designs and promote themselves to get votes from friends and fans. The top ten designs were then invited to race against each other in a bathtub race for real.

By sponsoring the political satire show Al Bernameg with Bassem Youssef, we were able to interrupt traumatic news with fun Trident messaging. TV brought messages to the masses that the rioting street of Egypt could be transformed into a safe, fun and creatively rewarding place.

Outcome

Trident Bathtub Racers brought joy to all who participated, with the campaign increasing top of mind awareness 122% compared to the goal of 50% and increase in spontaneous awareness by 74% compared to the goal of 50%.

The campaign also increased brand relevance by 21 points compared to the goal of 10 and increased the brand fun factor by promoting fun 74% versus the goal of 60%.

Within 6 months, the campaign had an immense positive effect, consumers saying the brand “Helps me enjoy life” jumping 73% compared the goal of 60%.

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