SPONSOR THE WHITE HOUSE

Short List
TitleSPONSOR THE WHITE HOUSE
BrandRECKITT BENCKISER
Product / ServiceVANISH NAPISAN CRYSTAL WHITE
CategoryB02. Consumer Products & Services
EntrantEURO RSCG AUSTRALIA Sydney, AUSTRALIA
Entrant Company:EURO RSCG AUSTRALIA Sydney, AUSTRALIA
DM/Advertising Agency:EURO RSCG AUSTRALIA Sydney, AUSTRALIA

Credits

Name Company Position
Steve Coll Euro RSCG Australia Executive Creative Director
Scott Sparks, Peter Maniaty, Gavin Maloney Euro RSCG Australia Creative Team
Amy Friend Euro RSCG Australia TV & Online Producer
Holly Ripper Euro RSCG Australia Group Account Director
Josh Sandford Euro RSCG Australia Senior Account Manager
James Wright Red Agency PR General Manager
Elizabeth McKenzie Red Agency Account Manager
Natasha Carroll Red Agency PR Account Executive
Daniel Riesinger Window Productions Director
Jenny Webb Window Productions Head of Production
Brian Hegedus Window Productions Field Producer
Alex Mills Song Zu Sound
Anthony Smith Sandcastle Studios Sound
Heather Gavin Cutting Edge Online
Sarah Brown Cutting Edge Post Production Producer
Nick Simkins Window Productions Producer
Larissa Coupe Song Zu Sound Producer
Chris Cudlip Sandcastle Studios Managing Director
Brad Hurt Window Productions Editor
Grayling Washington DC PR - US support
Cake/Workman Entertainment New York PR - US support
Anthony Dever Euro RSCG Australia Digital Planner
Beau Simmons Euro RSCG Australia TV Editor

The Brief

Like most cleaning products, our target was a broad one: Australian grocery buyers. Research told us they are not engaged by traditional comparative washing powder campaigns. We also discovered they are proud of Australia’s strong economic position, and like to see Aussies doing well overseas. Our objective was to make new Australian stain remover, Vanish Napisan Crystal White, famous for keeping white clothes white.

Creative Execution

Linking an iconic white building like the White House with a brand that wanted to be famous for keeping white clothes white was a simple, highly relevant message for Vanish Napisan Crystal White. It directly linked the campaign to our core brand attribute. And, by offering $25 million for naming rights to the White House, at the height of the US debt crisis, we knew our campaign would attract huge attention.

Describe the creative solution to the brief/objective.

We wanted to find a way to make Vanish Napisan Crystal White famous for making white clothes white. So, we decided to sponsor a very famous white building.The White House,in Washington DC. We started by writing to every member of Congress. We then set up a Facebook page and engaged a lobby firm in Washington.We travelled to Washington DC to speak with everyday Americans and politicians.When,inevitably,Obama never returned our calls we threw the sponsorship open to Aussies back home,with a promotion to nominate their own ‘white’ house.The campaign would be measured by the PR and media value generated, and the level of engagement achieved through social media.

Results

Campaign reached a global audience of over 526 million people Reached over 6.5 million Australians, nearly a third of the national population! Generated coverage in over 180 blogs and newspapers, including every major Australian newspaper Featured in two national interviews on the FOX Business channel in the USA Over 21,809 people visited our Sponsor the Whitehouse Facebook page Reached over 560,000 people through Twitter Even the Australian Government’s ‘Austrade’ organisation tweeted about us! 483 unique entries via the Sponsor the White House Facebook page (with one very happy winner) Total estimated Advertising and PR value generated of over $5 million