Dial Ambient, Case study Dial For Men: Camp Dirt by Red Tettemer O'Connell + Partners

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Dial For Men: Camp Dirt

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Industry Cosmetics & beauty products, Shampoos
Media Ambient, Case study
Market United States
Agency Red Tettemer O'Connell + Partners
Creative Director Bill Starkey
Art Director Ari Garber
Released September 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: DIAL FOR MEN
Product/Service: DIAL FOR MEN
Chief Creative Officer: Steve Red (Red Tettemer & Partners)
Executive Creative Officer: Steve O'connell (Red Tettemer & Partners)
Creative Director: Bill Starkey (Red Tettemer & Partners)
Art Director: Ari Garber (Red Tettemer & Partners)
Account Manager: Stephen Snyder (Red Tettemer & Partners)
Managing Partner: Jared Scott (Red Tettemer & Partners)
Media placement: Camp Dirt Event - Lazy U Ranch, Granby CO. - 08/22/2011

Describe the campaign/entry
To aggressively reinforce their brand positioning of 'Aspirational Dirty', Dial for Men celebrated men's love of getting filthy by creating Camp Dirt - the ultimate man's weekend set in a grimy paradise in Grandby, Colorado. This action-packed weekend adventure is Dial for Men's official thank you to those who wear their grit, grime, grease and sweat as a badge of honour. Events like 'Bulldozer Drag-Racing', 'Digging with Dynamite', 'Paintball-'Pocolypse', 'Mudslide Speedway', 'ATV Rodeo', and 'Swamp Ball' made a weekend in August 2011 unforgettable.

Describe how the campaign/entry was launched across each channel in the order of implementation
For a chance to win a spot at Camp Dirt, consumers simply had to visit Dial for Men on Facebook, take the 'Filthocratic Oath' (a pledge to welcome mud and muck into their lives with open arms) and enter the Camp Dirt Sweepstakes. 10 people were selected, each of whom could bring a 'partner in grime' for the weekend. The Camp Dirt Sweepstakes was supported by both traditional and digital media that included a national TV campaign, banners and Facebook ads.

Give some idea of how successful this campaign/entry was with both client and consumer
Henkel Corporation, a historically conservative company touted the Camp Dirt initiative as the most integrated and innovative 360 program in Henkel's history. In a category that suddenly had become very crowded and competitive, and knowing the competition outspends Dial for Men 10 to 1, it was imperative for the brand to produce an authentic experience, all in the name of dirt. With over 200,000 entries, and a Facebook page that tripled in fan growth, Camp Dirt was wildly successful, and helped reaffirm the Aspirational Dirty lifestyle. 1 year later, folks are asking when the next Camp Dirt will be announced.