RESEARCH FOR INSPIRATION
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HENKEL: PERSPIRATION EMERGENCY
| See full size 1276x899 px | |
| Released: | June 2008 |
| Avertiser: | HENKEL |
| Agency: | DDB GERMANY |
| Country: | Germany |
| Category: |
Toiletries & pharmaceuticals
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: PERSPIRATION EMERGENCY
Advertiser/Client: HENKEL
Product/Service: RIGHT GUARD DEODORANT
Entrant Company: DDB GERMANY DUESSELDORF
Country: GERMANY
Media/Advertising Agency: DDB GERMANY DUESSELDORF
Country: GERMANY
Category: Best Use of Ambient Media: Small Scale
Title: PERSPIRATION EMERGENCY
Advertiser/Client: HENKEL
Product/Service: RIGHT GUARD DEODORANT
Entrant Company: DDB GERMANY DUESSELDORF
Country: GERMANY
Media/Advertising Agency: DDB GERMANY DUESSELDORF
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Amir Kassaei | Executive CD | DDB Germany Dusseldorf |
| Eric Schoeffler | Executive CD | DDB Germany Dusseldorf |
| Heiko Freyland | Creative Direction | DDB Germany Dusseldorf |
| Alexander Reiss | Creative Direction | DDB Germany Dusseldorf |
| Michael Kittel | Art Direction | DDB Germany Dusseldorf |
| Jan Propach | Copywriter | DDB Germany Dusseldorf |
| Bettina Nolden | Account Director | DDB Germany Dusseldorf |
| Michael Frixe | Agency Producer | P32 |
Innovative Media Strategy:
Task: Create awareness that there is help for severe cases of perspiration and body odour, in the form of Right Guard body spray. Our innovative media strategy was to prevent emergency situations by giving the target audience an effective solution the moment the problem occurs.
Creative Execution:
On buses and trains, lots of people are usually closely crammed together. That is why we installed a special kind of rescue system. In cases of emergency, Right Guard was there to save everybody from unpleasant body odours. And, for the more severe cases, victims were able to call us on our emergency hotline to ask for free samples
Target Audience:
Our target group was men and women who don't want to work up a sweat.
Effectiveness:
The campaign caused a furore and generated a large amount of interest, with an average number of 800,000 contacts during the two-week campaign. Since then, over 6,500 product samples have been ordered, making it the most successful media campaign of the year.