2017 Glass: The Award for Change

ALWAYS TAKE A STAND

ClientPROCTER & GAMBLE
Category A01. Glass
TitleALWAYS TAKE A STAND
Product/ServiceALWAYS
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
Credits
Name Company Position
Liran Goldberg React CEO
Amir Ariely Google Head Of Creative

Creative Execution

We 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.

As 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 –

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.