Cannes Lions

WORLD'S BIGGEST TOILET

BORGHI/LOWE, Sao Paulo / UNILEVER / 2015

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Overview

Description

Challenge & Strategy: Vim had a clear problem: consumers were unaware of its huge cleaning and disinfecting power. They didn’t know why buy and pay more for VIM, instead of regular bleaches. So, we had a real challenge: show an ultimate test of product, communicating that VIM was very, very powerful. Therefore, playing with scale was important for us. That's how we got to the "Cleaning the World's Biggest Toilet" campaign. If people tried to transform the world's biggest party into the world's biggest toilet, VIM was the only brand capable to clean it.

Execution: we started with a mass campaign, which aimed at changing the people's behavior, using celebrities to endorse our movement. Then, during Carnival, we partnered with bars so they would give street-party goers free access to their toilets, which we kept constantly clean. And we provided a "Pee Truck" that followed Rio's biggest parade, Bangalafumenga. The campaign's main happening was "Vim's Cleaning Parade", an event that took place the day after Carnival ended in Santa Teresa, a neighborhood in Rio de Janeiro known for its street Carnival tradition. The brand put together a band that paraded while the staff would clean the filth left after the Carnival, especially, places where you could see and smell pee.

The campaign's PR efforts had 4 main drives: celebrities linked to the target, Rio's biggest parade group (Bangalafumenga), bar owners and people from the Santa Teresa neighborhood.

Execution

We started with a mass campaign, which aimed at changing the people's behavior, using celebrities to endorse our movement. Then, during Carnival, we partnered with bars so they would give street-party goers free access to their toilets, which we kept constantly clean. And we provided a "Pee Truck" that followed Rio's biggest parade, Bangalafumenga. The campaign's main happening was "Vim's Cleaning Parade", an event that took place the day after the Carnival ended in Santa Teresa, a neighborhood in Rio de Janeiro known for its street Carnival tradition. The brand put together a band that paraded while the staff would clean the filth left after the Carnival, especially, places where you could see and smell pee.

Outcome

The campaign featured three short videos, which showed some people from Santa Teresa neighborhood talking about the problem they face after Carnival and how Vim helped them. People started debating the issue in the videos' comment sections, as well as praising Vim for its attitude.

The campaign achieved great numbers:

- Internet videos reached 5 million views in the first week.

- #FoliaSimXixiNão was a trending topic on Twitter in Brazil during Carnival

- 19,311,000 people impacted by celebrities.

- 112,000,000 people impacted by earned media.

- 97,212 interactions on social networks.

- Return of earned media: 9x the invested value in PR

- The product had a 22% increase in sales when compared to the same period in the previous year

VIM became a topic at a time of the year, Carnival, when nobody is thinking about cleaning products.

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