ALWAYS TAKE A STAND
|Client||PROCTER & GAMBLE|
|Category||A09. Corporate Social Responsibility|
|Title||ALWAYS TAKE A STAND|
|Entrant||MEDIACOM CONNECTIONS Tel Aviv, ISRAEL|
|Idea Creation||MEDIACOM CONNECTIONS Tel Aviv, ISRAEL|
|Idea Creation 2||REACT Tel Aviv, ISRAEL|
|Idea Creation 3||GOOGLE Tel Aviv, ISRAEL|
|Idea Creation 4||PROCTER & GAMBLE Tel Aviv, ISRAEL|
|Media Placement||MEDIACOM CONNECTIONS Tel Aviv, ISRAEL|
|PR||REACT Tel Aviv, ISRAEL|
|PR 2||STERN ARIELY COMMUNICATION Tel Aviv, ISRAEL|
|Production||REACT Tel Aviv, ISRAEL|
|Amir Ariely||Head Of Creative|
The CampaignWith Virtual Reality (VR) technology, anything’s possible. It lets us travel to fantastic places, experience out-of-this-world activities, and try new things – all in a safe and controlled virtual environment. And that gave us an idea. What if we could let girls experience – and overcome – the challenges of adolescence before they had to face them for real? One of the biggest concerns of parents is that they can’t prepare their kids for all the experiences life throws at them. That’s critical during puberty when young girls specifically are at their most vulnerable and self-confidence hits the lowest lows due to physiological, hormonal and emotional changes. But what if technology, as well as being a weapon for shaming, could also be part of the solution. Virtual reality gave us the toolkit to empower girls to be ready for the shamers and prepare them to respond in the most powerful way possible.
Creative ExecutionWe launched our campaign on International Women’s Day with a pop-up VR booth in the centre of Israel’s biggest city, Tel Aviv. As girls walked past, we challenged them to try our experience with a powerful rally cry: “Don’t be a bystander, take a stand”. Once inside the booth, our videos made them the lead actors in a drama, with Karaoke-style subtitles telling them how and where to intervene. We gave them both the confidence to know what shaming feels like but also the power to respond if they ever saw it again. Huge TV screens relayed the drama to the watching crowds. These experiences were transmitted across the nation via interactive 360-degree videos on YouTube, targeted at girls watching popular teen content. Alongside this we built support and coverage for our movement to “take a stand” by creating a national a petition to end shaming.
ResultsAs a market leader with more than 75% share our objective was to make sure teens and younger women – the audiences most likely to be tempted to try other brands – will stay with us. 80% of Israeli girls have directly experienced what it’s like to stand up to the bullies thanks to our VR experience either on the live event or via our 360 YouTube video. The buzz they generated has encouraged thousands to sign our petition to end shaming. 25% more young girls are now committed to taking a stand, our video became part of pop culture, featured on MTV and national TV channels garnering us free media valued at $150,000. Equity measures among younger women are up significantly. Key scores such as ‘confidence’, ‘worth paying extra for’, ‘brand I love’ and ‘innovative’ are showing double digit growth. The equity gap with Kotex – our major competitor.
At its core, this activity celebrates response driven, relationship-building creativity which directly influenced consumer behavior via an innovative mechanism. Using virtual reality we taught young girls how they can be strong and stand up to those who seek to shame. the event was activated across the nation with incredibly powerful results. This isn’t just Virtual Reality, it’s Empowering Reality.
Our VR experience would give girls an insight into what shaming looks like and what it feels like. It would build their confidence in a safe environment. We joined forces with a local start-up company to develop a new form of Virtual Reality. Empowering Reality would use video content to create real-life situations that challenged our target. It would be Karaoke style with subtitles to help them respond in the right way. The launch would be a major event, getting our target involved and attracting a huge audience. This would be activated via digital, using 360-degree versions of our experiences, to recreate the same in-the-room feeling right across the country. Alongside this we would seek to earn coverage both via the power of our content to drive social media content but also by putting the issue of shaming on the media’s agenda.
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