Title | SPONSOR THE WHITE HOUSE |
Brand | RECKITT BENCKISER |
Product / Service | VANISH NAPISAN CRYSTAL WHITE |
Category | B02. Consumer Products & Services |
Entrant | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
Entrant Company: | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
Sales Promotion/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 | 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 |
To make new Australian washing powder, Vanish NapiSan Crystal White, famous for keeping white clothes white.
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.
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
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.