Kleenex Promo, Case study BIG NOSE CAMPAIGN by J. Walter Thompson London

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Industry Tissues & Towels, Household maintenance & pet products
Media Promo & PR, Case study
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: Best Use of Integrated Media
Product/Service: KLEENEX
Date of First Appearance: Oct 18 2010
Entry URL: http://www.grossenase.ch/
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: Press - German/French Magazines - 19/10/2010
Media placement: Interactive Banners - MSN, AdKey Network, QuismaX - 18/10/2010
Media placement: Packaging/POS - In-Store Across Switzerland - October 2010
Media placement: Ambient - Zurich Train Station - 18/10/2010
Media placement: Website - Http://www.grossenase.ch/ - 20/10/2010

Insights, Strategy & the Idea
Client’s brief was: to drive penetration of KLEENEX Extra (biggest tissue) in Switzerland by getting consumers to place a box of KLEENEX Extra in each room of their homes.

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 (award ceremony will take place in March 2011). 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.

Target audience:
Families and Hanks Buyers - people who blow their noses more and with more emphasis, who therefore need tissue that can “take it”, a tissue fit for big nose-blowing occasions.

Creative Execution
Our actions: We built a website where people could upload photos, view a gallery of big noses, and vote for the biggest nose. On the website you could learn more about the product, the campaign and ultimately win a prize for the biggest nose in Switzerland.

During our search we kept the interest buzzing by launching various types of online and offline advertising activities (using Press, Online banners, PR, On-Pack and Experiential activity). The main purpose of the offline advertising was to drive traffic to the website:

20 Minuten, (German and French versions)
Migros Magazin (German and French versions)
Schweizer Illustrierte

Online display banners:
MSN, AdKey Network, QuismaX

Ambient: we built and displayed the Big Nose (4mx4m size) in Zurich and in Basel train stations.


Results and Effectiveness
Effectiveness KPI: 100-120 pictures, 15,000-20,000 visitors

Results after 2 months:
- 175 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