Title	BEFORE A DRIP BECOMES A FLOOD
Brand	GROHE AG
Product/Service	GROHE SENSE & GROHE SENSE GUARD
Category	A03. Online: Fiction & Non-Fiction
Entrant	EDELMAN Munich, GERMANY
Idea Creation	EDELMAN Munich, GERMANY
Production	EDELMAN Munich, GERMANY

Name	Company	Position
Manuel Frank	Edelman.ergo GmbH	Managing Director Creative
Nils Rottsahl	Edelman.ergo GmbH	Head of Edelman.ergo STUDIOS & Executive Producer
Elisabeth Straub	Edelman.ergo GmbH	Senior Copy Writer
George Koynov	Edelman.ergo GmbH	Copy Writer
Claudia Bischoff	Edelman.ergo GmbH	Producer
Jörn Wilting	Edelman.ergo GmbH	Video Producer & Editor
Helena Bartsch	Edelman.ergo GmbH	Assistant Producer
Alexander Kipke	Edelman.ergo GmbH	Assistant Producer
Hanno Olderdissen	Edelman.ergo GmbH	Director

The Campaign

Most of the time a water damage occurs in the most unexpected daily situations – and most people think that “it will never happen to me anyways”. So, we combine these daily routines with a water damage – and a dose of humour. And we awake the viewer's sense of gloating over the water damage that happens to other people.

Creative Execution

The virals are published on the GROHE YouTube channel and are used in various formats there and on Facebook. Film “Garbage Dog“: In the kitchen of a house a dog searches the garbage under the kitchen sink. He finds something and tries to break it. The dog pulls and pulls – and finally achieves the breakthrough. But unfortunately he caught the water hose… Film “Birthday Surprise“: It is Lisa's birthday. Her family sings a serenade at the dining table. After that, Lisa wants to blow out her candles on the birthday cake. But that does not happen. The candles are erased differently… Film “Holiday Surprise“: A young couple comes home from their honeymoon – deeply in love, happy and recovered. The man lifts his wife on the arm to carry her across the threshold. But when they open the door, they experience an evil holiday surprise…

More than 5 million Facebook and YouTube users have watched the GROHE virals in the first three weeks of the campaign. Overall, the virals were viewed more than 65 million times via YouTube, Facebook and Real Time Bidding. During the campaign period, the number of visitors of the GROHE website increased by 84 percent.

Simple, but true: Because the three viral films are entertaining. As we all know, most of the time a water damage occurs in the most unexpected daily situations – and most people think “it will never happen to me anyways”. For the launch of the GROHE Sense and Sense Guard, these films call attention to water damage in an amusing way and show how it can be prevented. What makes the viral entertaining is the sense of gloating the viewers get when watching the unhappy incident.

With various viral films we recreate such moments in a funny way and at the same time show that the water damages could have been prevented by using GROHE Sense and GROHE Sense Guard. The Claim: Before a drip becomes a flood.