| Title | THE FEBREZE ROAD TRIP |
| Brand | PROCTER & GAMBLE |
| Product/Service | FEBREZE CAR VENT CLIP |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
GREY DUSSELDORF, GERMANY
|
|
Contributing Company
|
GREY DUSSELDORF, GERMANY
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
|
|
Media Agency 2
|
STUZO Philadelphia, USA
|
|
Production Company
|
CAVIAR DIGITAL Los Angeles, USA
|
|
Production Company 2
|
STOFF Düsseldorf, GERMANY
|
Credits
| Fabian Kirner |
GREY Germany Gmbh |
Chief Creative Officer |
| Neil Elliot |
GREY Germany Gmbh |
Executive Creative Director |
| Mark Hendy |
GREY Germany Gmbh |
Executive Creative Director |
| Chiara Chessa |
GREY Germany Gmbh |
Copywriter |
| Chitrawan Srisanan |
GREY Germany Gmbh |
Art Director |
| Bettina Türpitz/Stefanie Wilken/Eva Backes |
GREY Germany Gmbh |
Regional Communication Director/Account Director/Account Executive |
| Jonas Pieper |
GREY Germany Gmbh |
Senior Strategic Planner |
| Torsten Gerst/Stefan Bader/Viola Habermehl |
GREY Germany Gmbh |
Senior Producer/Senior Producer/Producer |
| John Claughton |
P/G International Operations SA |
Associate Marketing Director |
| Hylke Van Den Heuvel/Aurelie Nomdedeu |
P/G International Operations SA |
Brand Manager/Assistant Brand Manager |
| Mark Mcqueen |
Caviar Digital |
Director |
| Dieter Lebbe/Audrey Dierckx |
Caviar Digital |
Executive Producer/Content Producer |
| Sun Komen/Falk Eumann/Sabine Verlinden |
Caviar Digital |
Technical Director/Digital Creative Director/Digital Producer |
| Mik Van Bruystegem |
Caviar Digital |
Story Editor |
| Ralph Kuijpers/Donny Wals |
Caviar Digital |
Head Of Development/Developer |
| Anne Streef/Laura Tool/Tom Keane |
Caviar Digital |
Interaction Design/Interaction Design/Designer |
| Avra Lorrimer |
Hill/Knowlton Strategies |
Senior Associate Director |
| Zoe O'connor |
Starcom Mediavest Group Mediavest London) |
Senior Associate Director |
| Lucian Crisovan |
Die Lautmalerei – Echoism Music |
Sound Composing/Design |
The Campaign
Even though there are some restriction or regulations imposed by TV stations / national authorities, the decision to do an online driven plot was made regardless to it. The decision goes back to the objective of the campaign to drive a conversation about air in cars and we therefore decided that online is the right channel to answer this task.
Results
Challenge:
Change people’s perception of air in cars by taking it from ignored to indispensable.
Objective:
Create a conversation about the importance of fresh air in cars.
Solution:
Over 18 days, 3 real British people embark on a European road trip during which they have to perform unexpected tasks and overcome challenges that will cause a bit of a stink. Along the way they have to pick up surprise passengers that will definitely have an opinion on the freshness in the car. Their approval dictates the next part of the journey. If they approve, our Brits get a totally fresh experience, if not they pay a stinky price. Viewers could experience and follow the journey online in real time.
During an introductory application phase an audition trailer was released to recruit our drivers. This trailer not only helped to find our three daring brits but also enabled a first awareness boost.
In the live phase the campaign was supported by banners, YouTube pre-rolls, posts on Facebook/Twitter and a PR plot with significant earned media coverage. All led to the main platform, the Febreze UK YouTube channel, where people could subscribe to receive daily updates, follow the car and interact with the drivers. The YouTube gadget was interlinked with social media, enabling people to easily like, comment and share.
The Febreze Roadtrip succeeded in creating conversation and participation. Entertaining content was generated while the product was put to the ultimate test. (See below confidential section for quantified results)
Views:
Total number of views (incl. Youtube ads) has exceeded 3.7MM.
Impressions:
Overall impressions is 582MM