CAP CRACKING EPIDEMIC

TitleCAP CRACKING EPIDEMIC
BrandPROCTOR & GAMBLE
Product / ServiceHERBAL ESSENCES
CategoryD03. Webisodes / Series
EntrantMcCANN HEALTH Sydney, AUSTRALIA
Idea Creation McCANN HEALTH Sydney, AUSTRALIA
Production TRUCE FILMS Melbourne, AUSTRALIA

Credits

Name Company Position
June Laffey McCann Health ECD Australia and South East Asia
Vanessa Reynolds McCann Health Writer
Nick Clifford Truce Films Director
Michael Ciccone Truce Films Executive Producer
kate chisnall McCann Health Snr Art Director

The Campaign

Our creative idea was based on the true insight that the Herbal Essences range smells so good woman can not help but crack the cap and sniff before purchasing. Our objective was to set up a debate...is it okay to crack the cap. In our films we saw three woman cracking and sniffing. When they sniff they are transported to their own scent-filled world. To set up tension, our anti-cap-cracker Doing it Debbie tries to stop this epidemic. We also introduce security guard Sam who is employed to keep the peace, keep the aisles clear of cap crackers. The result is mayhem. Our creative idea was very much aimed at encouraging viewers not only to engage online, but to participate at shelf level. Research tells us when they crack and sniff, they are much more likely to buy.

Creative Execution

Six ads were made, launching on Facebook and Youtube on 1 October 2016 - ending march 2017. The media was heavy in the first two months, and tailored back over the next six months. Minimal search was also utilised. The implementation was targeted to a specific group - young females. The launch ad of 90 seconds set up the cap-cracking epidemic, then it was followed up by a30 second spot and 4 15 seconds... only 2 of 6 are entered here. This execution is the first ad - the launch - 90 seconds - in it we set up the epidemic and the debate "is it okay to crack the cap." We introduce our characters - doing it debbie - our anti-cap-cracker, sam the secruity guard and our three cap-crackers.

There are 6 films in all in the campaign - this - the launch film has had over 2.9 million views, 14k reactions and 3.9 comments. The follow up film with debbie the grapefruit thrower has 1.1 million views over 2.9k reactions and over 700 comments. The quality of the comments are the best ever for any product in the p & g haircare range. It's Facebook's highest engagement in the hair and beauty ever. Youtube has over 1.7 million views .Australia has a population of only 23 Million) Neilson Brand effects survey showed: -6% pts shift for purchase intent outperforming 94% of all studies (6x the norm) - Past purchase score shifted by 4% pts indicating the campaign shifted behaviour. The VTR for Youtune in Jan was 44%.

This was an online strategy - we wanted people to interact with the ads -to like and share... To recognise themselves doing this their supermarket. – We wanted people to get involved. To start a debate and take a side – is it okay to crack the cap? Or is it bad behavior…like eating grapes without paying for them to test them before buying. The strategy was to show this behaviour not in a traditional way - no supers no voiceover, but to base our target audience right in the supermarket aisle. When they sniff, we see where they go - the scent transports them. Each cap-cracker had to have their own adventure. The strategy was to try to encourage people in the supermarket to crack the cap and sniff. Our creative idea showcased also an anti-cap-craker to set up the debate "is it okay to crack the cap?"

Links

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