WHISPER HAPPY BOX

TitleWHISPER HAPPY BOX
BrandPROCTER & GAMBLE
Product / ServiceFEMININE HYGIENE
CategoryA01. Event & Field Marketing
EntrantLEO BURNETT KOREA, KOREA
Entrant Company:LEO BURNETT KOREA, KOREA
Sales Promotion/Advertising Agency:LEO BURNETT KOREA, KOREA

Credits

Name Company Position
Alex Shipley Leo Burnett Korea Executive Creative Director
Soo-Hee Yang Leo Burnett Korea Group Creative Director
Sun-Young Kim Leo Burnett Korea Associate Creative Director
Yong-Jin Kim Leo Burnett Korea Art Director
You-Chan Shin Leo Burnett Korea Producer

The Brief

Convince young women in Korea to try Whisper, a feminine hygiene brand that they increasingly perceive to be “my mom’s brand”. Rejuvenate the brand and make it relevant to our core target: Korean females aged 16 to 24, who are overwhelmed by school-related stress. (Korean youth are the unhappiest among OECD member nations, and Korea has the highest teen suicide rate in the world!)

Describe how the promotion developed from concept to implementation

Bring to young women a surprising stress-reliever in the midst of their hectic school day. Through a unique outlet for stress relief – the Whisper Happy Box –they can experience how “Whisper lightens your cares.” Female students are invited to shout out their worries while jumping on a trampoline in front of the Happy Box. From inside the Happy Box, a comedic consultant dispenses good advice and good humor in equal measure. The consultant also dispenses Whisper samples and surprising, useful gifts. The Happy Box experience let them unburden themselves in an atmosphere of playful good cheer.

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

• 3x more clicks for online media than forecasted. That’s more than 250,000 clicks in 3 weeks (average clicks on viral videos in Korea is only 6,300 in 3 weeks) • 96% of post-survey respondents show increased brand preference (identifying Whisper as “my brand”). • 97.7% of post-survey respondents show increased brand purchase intention • To date, we've held the event at 5 schools. Because results have been so good, Whisper is now mobilizing for a nationwide rollout through 2011.

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

The unique selling point of newly launched product is ‘Air dry sheet’ which gives lightness from fast absorption. This functional benefit of the product is linked to emotional benefit through experience of Happy Box promotion which acts jumping on the trampoline shouting out their inner voices. Because young women suffer intense pressure to perform and conform, they enjoy anything that provides escape or stress release. Whisper has the opportunity to help them directly experience physical and emotional, lightness.