CWS-BOCO DM AN INCONVENIENCE TRUTH by Fleishman Hillard

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AN INCONVENIENCE TRUTH

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Industry Consumer & Public services
Media Direct marketing
Market Poland
Agency Fleishman Hillard
Released March 2013

Credits & Description

Advertiser: CWS-BOCO
Agency: FLEISHMAN-HILLARD WARSAW
Category: Commercial Public Services, incl. Healthcare & Medical
Advertising campaign: AN INCONVENIENCE TRUTH
Account Executive: Anna Kulpa (Fleishman-Hillard)
Account Director: Magdalena Staniszewska (Fleishman-Hillard)
Senior Vice President/Partner/Managing Director: Julia Kozak (Fleishman-Hillard)

Execution
CWS-boco is a B2B provider of washroom hygiene products and services to business clients and office facilities. The insight was simple: that the state and preparedness of Poland’s infrastructure to EURO 2012 – airports, motorways, bars and yes, toilets – was as vital to tourists’ positive impressions of Poland as was their recollections of the matches and their team’s success. The integrated Toaleta2012.pl campaign started a movement, mobilising the general public, media and politicians to take an unlikely and impassioned stance in support of the toilet issue.

Implementation
Poland faced an inconvenience truth: thousands of football fans due to descend, drink beer… and find that the nation’s public toilets were too few and not up to standard. CWS-boco seized upon the upcoming championship to turbo-charge its campaign through a single insight: making the authorities and public aware that the state of the nation’s toilets could flush Poland’s reputation abroad down the drain.A series of initiatives from a Potty March through Warsaw, petitions at local football matches, political lobbying and Toilet Standards Inspections produced an unavoidable drumbeat of earned media stories, public engagement and lobbying momentum.

Outcome
The result was simple. The toilets got better. The authorities in Poznan alone spend half a million euros modernizing or building new public toilets thanks to the issues raised by the campaign. Additionally, Poland’s reputation was secure: 57% of foreign tourists assessed the standard of public toilets as high or very high during their visit to Poland.The campaign drove these outcomes through an unprecedented level of tier one and prime time earned coverage in Polish media, reaching over 8 million people through 542 hits (€220,000 media coverage). All for a campaign budget of €35,000.

Client Brief Or Objective
For several years CWS-boco has campaigned for better standards of toilets, especially for businesses in Poland, using a wide range of media relations and online engagement tools. With the Euro 2012 football tournament, we saw the opportunity to raise the campaign to a higher level and engage consumers directly, in the process opening up potential new business opportunities especially with public conveniences. The campaign set out to elevate the issue of toilet standards from a niche issue to one of public importance, encouraging consumers to join forces in the fight for better toilets in the EURO 2012 host cities municipals.