MESSTERPIECE by Publicis Kaplan Thaler New York for Bounty Paper Towels

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MESSTERPIECE

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Industry Toilet Paper, Tissues & Towels
Media Promo & PR
Market United States
Agency Publicis Kaplan Thaler New York
Executive Creative Director David Corr
Creative Director Kat Keeley, Chad Turner - Gigunda Group
Account Supervisor Suzanne Matulay
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: PAPER TOWELS
Agency: PUBLICIS NEW YORK
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: PUBLICIS NEW YORK, USA
Entry URL: http://www.makeamessterpiece.com/
Chief Creative Officer: Rob Feakins (Publicis New York)
Executive Creative Director: David Corr (Publicis New York)
Group Creative Director: Bertrand Garbassi (Publicis New York)
Creative Director: Kat Keeley (Publicis New York)
Worldwide Account Director: Gail Hollander (Publicis New York)
Group Account Director: Kirsten Meyer (Publicis New York)
Management Supervisor: Steven Frank (Publicis New York)
Senior Art Producer: Samantha Jaffoni (Publicis New York)
Founder & Chief Executive Officer: Ryan Fitzsimons (Gigunda Group)
Chief Operating Officer: Scott Schoessel (Gigunda Group)
Sarah Cole: Sarah Cole (Gigunda Group)
Account Executive: Sarah Cole (Gigunda Group)
Creative Director: Chad Turner (Gigunda Group)
Production Director: Kristi Masonosh Sheets (Gigunda Group)
Marketing Director: Kristi Mason (Gigunda Group)
Senior Vice President: Phillip Sontag (Manning, Selvage & Lee)
Account Supervisor: Suzanne Matulay (Manning, Selvage & Lee)
Media Planning Director: Andrea Waite (Carat)
Media Planning Supervisor: Natalie Sheppard (Carat)
Media placement: Store Opening - Greater Chicago Area - 23 September 2009
Media placement: Out Of Home - Greater Chicago Area - 7 September 2009
Media placement: Radio Remotes - Greater Chicago Area - 26 September 2009
Media placement: Local Search - Greater Chicago Area - 5 October 2009
Media placement: Direct To Consumer - National Tour - 26 October 2009
Media placement: ERPR Program - National Tour (San Antonio TX, Grand Rapids MI, Cincinnati OH, North Bergen NJ, - 16 September 2009

Describe the objective of the promotion.
As the number-one brand in the paper towel category, Bounty had high aspirations. It wanted to go beyond functional superiority to develop an emotional connection with consumers. The brand wanted to help people embrace more of life without worrying about the inevitable mess. With this in mind, Bounty took on the task of creating the ultimate creative studio, where kids could unlock their imagination. At Make-a-Messterpiece, kids could dive into activities that inspired creativity, freedom and self-expression, knowing that as messes turn into masterpieces, Bounty would handle the clean-up with ease.

Describe how the promotion developed from concept to implementation
Based upon the premise that arts and creativity foster brain development, Bounty developed and promoted a creativity space called Make-a-Messterpiece, which showcased activities in cooking, painting, music, science, nature and creative play. Bounty was featured as presenting sponsor and many projects and experiments used Bounty. It was promoted using a partnership with the Rush Philanthropic Arts Foundation, where a Rush-sponsored artist helped children in six cities create a mural called Bountyful Bridges, the unveiling of which was attended by numerous celebrities. Digital and local OOH media drove store traffic.

Describe the success of the promotion with both client and consumer including some quantifiable results

The partnership and promotion have been an unqualified success for Bounty. Since opening, the store has welcomed over 33,000 visitors. The Make-a-Messterpiece email club is 4,000 members strong with a healthy 32% click-through rate. Birthday parties, field trips and enrichment programmes are growing, and there is an average stay of over 90 minutes. The store launch, supported by the Bountyful Bridges program with Rush Philanthropic, has generated 753 MILLION PR IMPRESSIONS (against a goal of 250 million). In all aspects of the experience, Bounty is intrinsically linked with inspiring (and cleaning up) messy creativity with kids.

Explain why the method of promotion was most relevant to the product or service
Paper towels are a very low-interest category, with little emotional involvement. Many consumers have a stable of brands that they are willing to use, and price-shop among those choices. Presenting Bounty as a partner in the Messterpiece creative space, outside the traditional store environment, enabled consumers to see the brand in a new light. They recognised the relevant role it could play in enabling mums to engage in potentially messy activities without worrying about the mess. The partnership with Rush Philanthropic allowed Bounty to deliver this new perspective to the African Amrican audience, against which Bounty is underdeveloped.