WASHING THE UNWASHABLE by Mediacom Duesseldorf for Febreze

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WASHING THE UNWASHABLE

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Industry Air Fresheners
Media Promo & PR, Case study
Market Germany
Agency Mediacom Duesseldorf
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PROCTER & GAMBLE
Product/Service: FEBREZE
Date of First Appearance: Jul 1 2010
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Media Planner: Annika Egbers (MediaCom)
Assistant Brand Manager: Thomas Schulz (Procter & Gamble)
Media placement: TV campaign - Kabel 1 - 1 July 2010
Media placement: Print campaign (3 creatives) - Dogs, Frau von heute, Spielen und Lernen - 1 July 2010
Media placement: Coathanger sleeves - Drycleaners all over the country - 1 July 2010

Insights, Strategy & the Idea
What do you do if your clothes have picked up smells? You wash them, or if it’s a suit you might take it to the drycleaners.

But what if it’s your sofa? You can’t throw it in the washing machine or drag it to drycleaners. That’s where Febreze comes in!

Consumers already knew that Febreze is great to refresh clothes after a night out, but they hadn’t considered other possible usage occasions and didn’t know how useful Febreze could be.

Our challenge was to increase usage occasions by pointing out the fabrics that can’t be washed or dry-cleaned can be “Febrezed” instead! Like the sofa, car-seats, the dog basket, curtains, even shoes – the list is endless.

So we targeted consumers when washing items and refreshing textiles was top of mind – at the drycleaners. We positioned Febreze as the perfect solution for items that can’t be refreshed easily.

Creative Execution
We branded the coat hangers in drycleaners all over the country.

They featured different suggestions on different hangers, demonstrating a variety of possible usage occasions for refreshing household fabrics that were typically more difficult to wash or dry-clean than the articles they were taking home.

So every hanger picked up by dry-cleaning customers contained a hint of what fabric in their lives could use a little refreshment once in a while with Febreze.

Results and Effectiveness
Amazing results proved our strategy right!

Not only that our value share grew ix 116 vs. pre-period but penetration also grew ix 113 versus previous year.

Unaided brand awareness reached an all-time high of 64%.