Kleenex Design & Branding BIG NOSE CAMPAIGN by J. Walter Thompson London

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Industry Tissues & Towels, Household maintenance & pet products
Media Design & Branding
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Sir Dominick Lynch-Robinson
Art Director James Humphreys
Copywriter Craig Hunt
Account Supervisor Marianna Contaroudas
Released October 2010

Credits & Description

Category: Advertising Typography
Product/Service: KLEENEX
Date of First Appearance: Oct 19 2010
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Dominick Lynch-Robinson (JWT)
Copywriter: Craig Hunt (JWT)
Art Director: James Humphreys (JWT)
Agency Producer: Mita Bagchi (JWT)
Account Supervisor: Marianna Contaroudas (JWT)
Account Manager: Marina Belik (JWT)
Planner: Bianca Petroff (JWT)
Media placement: Interactive Banners - MSN, AdKey, QuismaX - 18/10/2010
Media placement: Packaging - In Store Across Switzerland - October 2010
Media placement: Big Nose/Ambient - Zurich Train Station - 18/10/2010
Media placement: Website - Http://www.grossenase.ch/) - 20/10/2010

Describe the brief from the client
Client’s brief: Drive penetration of Kleenex® Extra (biggest tissue) in Switzerland by getting consumers to buy a box of Kleenex® Extra.

Our thoughts: Kleenex® has made their biggest tissue/hank ever. It’s so big we think it’s big enough for the biggest nose in Switzerland. So to prove our theory we want to find the owner of the biggest nose in Switzerland and get them to try it out. As thanks for proving us right we will reward the proud owner of the biggest nose in Switzerland with a Kleenex® Extra box stuffed full with CHF 10,000. The winner will then demonstrate that Kleenex® Extra is big enough for his/ her nose by blowing into a tissue and giving it the thumbs up signal.

Describe the challenges and key objectives
We built a website where people could upload photos, view a gallery of big noses, and vote for the biggest nose. During our search we kept the interest buzzing by launching various types of online and offline advertising activity (PR, Print, Digital, Ambient).

To tie all creative communications together we developed a brand new typeface for this campaign. We called it Noseface.

Noseface had nose profiles incorporated in every letter but at the same time had to keep its legibility.

Describe how you arrived at the final design
We hand rendered many versions of each individual character making sure they worked as a family. Characters had 1, 2, or in some cases 3 noses references incorporated into their design.

Give some indication of how successful the outcome was in the market
Our objective was to drive consumers to the website.
Effectiveness KPI: 100-120 pictures, 15’000-20’000 visitors

Results after 2 months:
- 2220 uploaded pictures
- 30’000 visitors (26’000 unique visitors), 83% from Switzerland
- 66% direct traffic
- 5.57% Social Media (Facebook/Twitter)
- 8.5% Webbanner
- 1.38% earned online-PR