Whisper Promo HAPPY BOX by Leo Burnett Seoul

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Industry Hygiene & Personal Care Products
Media Promo & PR
Market South Korea
Agency Leo Burnett Seoul
Associate Creative Director Sun-Young Kim
Executive Creative Director Alex Shipley
Art Director Yong-Jin Kim
Account Supervisor Choi So-Won
Released July 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: FEMALE HYGIENE
Date of First Appearance: Jul 14 2010
Executive Creative Director: Alex Shipley (LEO BURNETT)
Group Creative Director: Soo-Hee Yang (LEO BURNETT)
Associate Creative Director: Sun-Young Kim (LEO BURNETT)
Art Director: Yong-Jin Kim (LEO BURNETT)
Senior Producer: You-Chan Shin (LEO BURNETT)
Account Management Director: Yoon-Ah Cho (LEO BURNETT)
Account Supervisor: So-Won Choi (LEO BURNETT)
Senior Account Executive: Yun-Jo Hwang (LEO BURNETT)
Senior Account Executive: Hyun-Shin Kim (LEO BURNETT)
Senior Event Manager: Rick Lee (LEO BURNETT)
Event Manager: Kyu-Won Shim (LEO BURNETT)
Media placement: Offline Campaign - 5 Schools - Nate (Viral Film) - 14 July 2010

Describe the objective of the promotion.
Convince teenage girls and young women under 24 to try Whisper - a brand they increasingly perceive to be “my mom’s brand”. This perception is the biggest barrier to overcome.
[Korean students are overwhelmed by school-related stress. Korean teens are cited as the unhappiest among OECD member nations. And Korea has the highest teen suicide rate in the OECD.] Whisper provides young women physical liberation from the inconvenience of periods. But more important, Whisper also has the opportunity to help them experience emotional liberation. If so, they will embrace Whisper as “my brand”.

Describe how the promotion developed from concept to implementation.
To get closer to these young women, and let them experience how Whisper ‘lightens your cares’, we brought them a unique outlet for stress relief – the Whisper Happy Box, an event that travelled from school to school. Female students were invited to shout out their worries while jumping on a trampoline in front of the Happy Box. From inside, a comedic consultant dispensed good advice and good humor, Whisper samples and surprising gifts. The Happy Box experience helped stressed female students unburden themselves in an atmosphere of playful good cheer. Whisper did indeed make them ‘feel lighter’.

Explain why the method of promotion was most relevant to the product or service.
Whisper is an amazingly light, highly absorbent pad that provides instant dryness and, therefore, liberation from barriers and hassles that normally accompany the menstrual period. Because Korean girls are highly burdened with academic and social stresses, they feel constrained from freely expressing themselves. Therefore, the Whisper Happy Box experience encouraged them to literally scream out their worries, to instantly unburden themselves. This execution aligns well with product’s main benefit of instant liberation, feeling lighter than ever.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Total clicks on the Happy Box viral film was 759,312 in 3 weeks (Average clicks for 3 weeks in Nate, Korea’s #1 site for our target, is only about 6,300).
- 96% of post-survey respondents showed increased brand preference.
- And 97.7% showed increased brand purchase intention.
- To date, we've held the event at 5 schools. Because results have been so good, Whisper is now mobilizing for a nationwide rollout through 2011.