SPONSOR THE WHITE HOUSE

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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
Sales Promotion/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 Art Director
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

The Brief

To make new Australian washing powder, Vanish NapiSan Crystal White, famous for keeping white clothes white.

Describe how the promotion developed from concept to implementation

We knew we had to go beyond traditional advertising. So we decided to sponsor a building. But not just any building. To be truly famous for the colour white, it simply had to be the White House. Stage 1 saw us travel to Washington DC as we lobbied everyday Americans. politicians, celebrities and the news media. Inevitably, despite the USA debt crisis, Obama never returned our calls. Stage 2 then saw us throw the sponsorship open to Aussies back home, via a Facebook-driven promotion to nominate their own ‘white’ house for a $25,000 sponsorship.

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

Explain why the method of promotion was most relevant to the product or service

Research told us traditional washing powder advertising was failing to engage consumers. So, by launching a campaign for Vanish Napisan Crystal White to sponsor the White House, we had a very relevant and engaging campaign. By timing our campaign at the height of the US debt crisis, our offer of $25 million to change the name of The White House to The Vanish Napisan Crystal White House attracted a lot of attention. And when president Obama inevitably said no, the Aussie public enjoyed the chance put their own white houses up for sponsorship.