The Brief

Although our target audience trusted the brand it had blended in with other products in a boring, clichéd category. In order to boost sales our client gave us the unenviable task of persuading consumers to clean the toilet every day, instead of every week. In research women told us a simple truth: Men make the mess and women clean it up. So we knew we needed a fresh, entertaining idea to get people talking about a subject they would rather ignore and in turn remind them that Harpic is the best way to deal with it.

Creative Execution

Nobody wants to clean the toilet, so we looked for a fun, entertaining direct response campaign to engage consumers with a topic and product that most people would rather ignore. We also looked at the category and tried to move away from the cliches of mums in white sanitary bathrooms. The idea really struck a chord with our female consumers which was reflected in our excellent results.

Describe the creative solution to the brief/objective.

From our strategy was born - Harpic Toilet Confessions - where the men of Australia finally came clean for their toilet crimes. We launched the idea with a national advertising campaign, which included television, radio, newspapers, outdoor and online. We then encouraged men to visit our purpose built website and create their own personalised apologies - these were then posted on social media, on our dishonour roll and sent via email. We also created a specially designed Cubicle Confessional where men could wash away their toilet sins on the street.

Results

Sales increased by 18.0% Market share rose 3.5% Thousands of apologies were generated via our website, email, Facebook, Twitter and in our toilet confessional 7,165 people visited the promotional website 43,581 people shared their apologies on Facebook Far and away Harpic White & Shine’s most successful integrated campaign to date.