Vanish Napisan Crystal White wanted to be famous for getting white clothes white. But traditional advertising had resulted in low recall and recognition amongst Australian consumers. So we began our campaign with a bid to sponsor the most famous white building in the world: The White House.

Seed the story that Vanish NapiSan is launching this ground-breaking campaign to Australian media.Letters seeking support sent to US Members of Congress.Facebook site created for the public to back our bid.

Announced via a pitch video to President Obama; ‘negotiations’ would be filmed and seeded back into Facebook and with media.Engaged DC lobbying firm, Grayling, to set up meetings with influencers/politicians.

Leak to US media we had appointed Grayling to work with us.Following the leak we formally announced our campaign. Our theme was: Australia’s economy is doing well; we can provide you with much needed cash Mr President.

Following expected feedback from Australians we decided to move the campaign to the search for an Australian ‘White House’.

• 93% key message penetration of ‘whiter whites’• 15 times the volume of coverage of any previous Vanish campaign• PR value of Australia coverage: AUD$192,316.12• PR value of US coverage: AUD$4,464,700• 150 minutes of earned media in Australia• Coverage appeared as far away as Russia, Czech Republic, Italy and the Middle East.

• We even had the Australian Government tweeting about the campaign.

• YouTube: Total views of all uploaded videos is 10,000+ to date.