Procter & Gamble Digital, Fallmethode PROUD SPONSOR OF MOMS [video] Wieden + Kennedy Portland

Werbungsarchiv » Digital , Fallmethode » Procter & Gamble » PROUD SPONSOR OF MOMS [video]


In die Sammlung hinzufügen
Notiz hinzufügen
Branche Sportmannschaften, Ausstattungen und Dienstleistungen für Business, Corporate Image
Medien Digital, Fallmethode
Markt Vereinigte Staaten
Agentur Wieden + Kennedy Portland
Art Director Brad Trost
Editor Peter Wiedensmith
Veröffentlicht Mai 2013


Cannes Lions 2013
Titanium and Integrated Lions Titanium and Integrated Gold

Kredite und Beschreibung

Advertiser: PROCTER & GAMBLE
Product/Service: P&G CORPORATE BRAND
Agency: WIEDEN+KENNEDY Portland, USA
Client Director: Jennifer Ives (Landor)
Evp Creative Catalyst Group: Susan Bean (Mmc)
Director/Global Client Relationship: Patrick Mcfall (Yahoo!)
Svp Client Services: Cameron Wagner (Gmr)
Evp/Managing Director: Will Swayne (Carat)
Editor: Peter Wiedensmith (Joint)
Executive Vice President/Marketing Communications Worldwide: Alison Eyles-Owen (H/K)
Digital Strategist: Zach Gallagher/Dane Kealoha (Wieden+Kennedy)
Senior Digital Designer: Florence Truong (Wieden+Kennedy)
Senior Art Director: Ollie Watson (Wieden+Kennedy)
Senior Copywriter: Kevin Jones (Wieden+Kennedy)
Art Director: Brad Trost (Wieden+Kennedy)
Studio Artist: Joe Favre/Carolin Harris/Jennifer Wright (Wieden+Kennedy)
Global Pr: Joani Wardwell (Wieden+Kennedy)
Agency Planners: David Terry/Lisa Prince (Wieden+Kennedy)
Agency Account Management: Eric Gabrielson/Jesse Johnson/Nick Pirtle/Francine Li/Jaime Komitor (Wieden+Kennedy)
Executive Producers: Bill Davenport/Sally Desipio (Wieden+Kennedy Entertainment)
Agency Producers: Ben Grylewicz/Erika Madison/Matt Hunnicutt (Wieden+Kennedy)
Creative Directors: Karl Lieberman/Danielle Flagg/Ginny Golden (Wieden+Kennedy)
Executive Creative Directors: Susan Hoffman/Joe Staples (Wieden+Kennedy)
Describe the campaign/entry
We asked ourselves the question; what in the world does P&G—the corporation and its 34 participating brands—have to do with the athletes of the Olympic Games? The honest answer? Nothing.
P&G is not in the business of helping athletes be better athletes.
So we focused on a provocative insight and truth. P&G is in the business of helping moms. So let's use our voice in the Olympics to acknowledge Mom's rightful place in these Games and inspire others to do the same. To salute not just the moms of Olympians, but all moms around the world who have given so much. The Moms who have raised great athletes and the moms who have raised great kids. Because moms dedicate their lives to supporting and serving everyone else. Someone needs to support and serve them. Someone needs to say, "Thank you, Mom." P&G. Proud Sponsor of Moms.
Campaign Success
Every person who experienced the campaign was deeply moved by it, transforming the image of one of the world's biggest corporations into that of a brand with a heart.
P&G won the Olympics.
P&G's campaign was the most viewed and shared of all Olympic sponsors, with 74,000,000 global views. The campaign also generated 76,000,000,000 media impressions.
People fell in love with P&G. The campaign successfully drove all three corporate equity measures. Net familiarity, favorability and trust were up over 10 points. People also engaged with the work as we generated 370,000,000 Twitter interactions.
And we converted love into sales. The overall program delivered over $500,000,000 in global incremental sales. Retailers reported success with an average of 5%-20% sales lift.
The P&G campaign had a 30% higher ROI than the average ROI for a single-brand program. . . making it the most successful campaign in P&G's 175-year history.
Launched & Execution
We used TV, long-form, digital, social, PR and experiential to thank moms for all that they do, and in turn, celebrate P&G, the Proud Sponsor of Moms.
In April, we launched "Best Job," the cornerstone of our campaign. The spot acknowledged the simple, universal truth that motherhood is the hardest—but best—job in the world. We then created over forty short films for the series Raising An Olympian, which told the real stories of what it takes to raise an Olympic athlete, through a mother's eyes. On all major social media channels, we enabled people to thank their mom with a simple app using video, photo or text. We didn't stop there. . .we helped pay for every mom of an Olympian to get to London to see their child compete. In London, we created the P&G Family Home, a home away from home, where P&G could serve the families.