SPONSOR THE WHITE HOUSE by Euro Rscg Sydney for Vanish

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SPONSOR THE WHITE HOUSE

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Industry Washing powders & Detergents
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Euro Rscg Sydney
Director Daniel Riesinger
Executive Creative Director Steve Coll
Art Director Gavin Maloney, Scott Sparks, Peter Maniaty
Producer Amy Friend
Released February 2010

Awards

Cannes Lions 2012
Promo and Activation Lions Best Sponsorship or Partnership Campaigns Silver
Promo and Activation Lions Fast Moving Consumer Goods (not including food) Silver
PR Lions Best Integrated Campaign Led by PR Bronze
PR Lions Consumer Goods, including FMCG and Household Products Bronze

Credits & Description

Type of entry: Product/Service
Category: Consumer Products & Services
Advertiser: RECKITT BENCKISER
Product/Service: VANISH NAPISAN CRYSTAL WHITE
Agency: EURO RSCG AUSTRALIA Sydney, AUSTRALIA
Executive Creative Director: Steve Coll (Euro RSCG Australia)
Art Director: Scott Sparks, Peter Maniaty, Gavin Maloney (Euro RSCG Australia)
Producer: Amy Friend (Euro RSCG Australia)
Group Account Director: Holly Ripper (Euro RSCG Australia)
Senior Account Manager: Josh Sandford (Euro RSCG Australia)
Digital Planner: Anthony Dever (Euro RSCG Australia)
General Manager: James Wright (Red Agency)
Account Manager: Elizabeth McKenzie (Red Agency)
Account Executive: Natasha Carroll (Red Agency)
Director: Daniel Riesinger (Window Productions)
Head of Production: Jenny Webb (Window Productions)
Field Producer: Brian Hegedus (Window Productions)
Sound: Alex Mills (Song Zu)
Sound: Anthony Smith (Sandcastle Studios)
Online: Heather Gavin (Cutting Edge)
Post Production: Sarah Brown (Cutting Edge)
Describe the brief from the client:
To make new Australian washing powder, Vanish NapiSan Crystal White, famous for keeping white clothes white.
Describe how the promotion developed from concept to implementation:
We knew we had to go beyond traditional advertising. So we decided to sponsor a building. But not just any building. To be truly famous for the colour white, it simply had to be the White House.
Stage 1 saw us travel to Washington DC as we lobbied everyday Americans. politicians, celebrities and the news media. Inevitably, despite the USA debt crisis, Obama never returned our calls.
Stage 2 then saw us throw the sponsorship open to Aussies back home, via a Facebook-driven promotion to nominate their own ‘white’ house for a $25,000 sponsorship.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Campaign reached a global audience of over 526 million people
Reached over 6.5 million Australians, nearly a third of the national population!
Generated coverage in over 180 blogs and newspapers, including every major Australian newspaper
Featured in two national interviews on the FOX Business channel in the USA
Over 21,809 people visited our Sponsor the Whitehouse Facebook page
Reached over 560,000 people through Twitter
Even the Australian Government’s ‘Austrade’ organisation tweeted about us!
483 unique entries via the Sponsor the White House Facebook page (with one very happy winner
Total estimated Advertising and PR value generated of over $5 million
Explain why the method of promotion was most relevant to the product or service:
Research told us traditional washing powder advertising was failing to engage consumers. So, by launching a campaign for Vanish Napisan Crystal White to sponsor the White House, we had a very relevant and engaging campaign. By timing our campaign at the height of the US debt crisis, our offer of $25 million to change the name of The White House to The Vanish Napisan Crystal White House attracted a lot of attention. And when president Obama inevitably said no, the Aussie public enjoyed the chance put their own white houses up for sponsorship.