| Title | SPONSOR THE WHITE HOUSE |
| Brand | RECKITT BENCKISER |
| Product / Service | VANISH NAPISAN CRYSTAL WHITE |
| Entrant | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
| Entrant Company: | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
| Advertising Agency: | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
| 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 | Producer |
| Holly Ripper | Euro RSCG Australia | Group Account Director |
| Josh Sandford | Euro RSCG Australia | Senior Account Manager |
| Anthony Dever | Euro RSCG Australia | Digital Planner |
| James Wright | Red Agency | General Manager |
| Elizabeth McKenzie | Red Agency | Account Manager |
| Natasha Carroll | Red Agency | 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 |
We wanted to make Australian washing powder, Vanish NapiSan Crystal White, famous for keeping white clothes white. Traditional advertising for Vanish Napisan had failed to engage customers. So through a powerful mix of PR, promotional and digital communications, we set out to sponsor the most famous white building in the world: the White House. Or as we wanted to call it 'The Vanish Napisan Crystal White House'.
- 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
Stage 1 saw us travel to Washington DC to lobby everyday Americans, politicians, celebrities and the media. Inevitably, Obama never returned our calls. Stage 2 saw us throw the sponsorship open to Aussies back home, via a Facebook-driven promotion to nominate their own ‘white’ house. The campaign included: - Sponsor the White House Facebook page - YouTube Channel (with 12 online films) - Heavy PR presence in Australia and America - Radio advertising and interviews (Australia) - TV interviews/coverage (Australia and USA) - TV advertising (Australia) - Facebook promotion (Australia) - Direct mail to every member of Congress