Promo's PRO Award Finalists 2008

#13. Best Campaign Targeting a Micro Audience

Detox Seattle
Agency: A Squared Group
Client: Method
See Category #2

Pedigree Dog Adoption
Agency: Catapult Action-Based Marketing
Client: Pedigree Brand Food for Dogs
See Category #1

The Meow Mix Acatemy
Agency: Grand Central Marketing, Inc.
Client: Del Monte Foods
See Category #2

AT&T World’s Loudest Pep Rally
Agency: The Marketing Arm
Client: AT&T
See Category #9

#14. Best Campaign Generating Brand Awareness and Trial Recruitment

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency: Freshworks
Client: 7-Eleven, Inc.
See Category #3

Charmin NYC Restroom Experience
Agency: Gigunda Group, Inc.
Client: Procter & Gamble

In a return engagement last Christmas, Charmin re-opened a branded, operational pop-up restroom in Times Square, next to the Virgin Mega Store. From Nov. 19 to Dec. 31, the event offered New York City residents and visitors 20 spotless, luxurious themed restrooms in a 12,000-sq.-ft. space. Messaging promoting Charmin’s new bathroom tissue lineup, Ultra Strong (red) and Ultra Soft (blue), was carried through in the décor of the bathrooms, including red and blue carpeting, and in family photo ops with the red and blue Charmin bears racing toboggans. Brand ambassadors in letter jackets and toilet costumes kept the installation clean and sped around Times Square on Segways. They also helped visitors log hometown information onto a “Flush-O-Meter” interactive map, visible on the 20 flat-screen monitors placed around the event. Visitors were also invited to pull a handle for the Charmin brand of their choice and received a coupon for taking part. Events included actress Molly Shannon cutting the tissue ribbon to open the site, a wedding with a bride dressed in bathroom tissue, and “Final Flush” ceremonies during the New Year’s Eve celebration. The site hosted more than 400,000 visitors, averaging 10,000 a day, and almost all voted for their Charmin brand favorite. The event also produced 825 million media impressions and 45 user-generated videos on YouTube. Charmin brand ambassadors distributed more than 310,000 coupons to guests.

Amex OPEN Plum Card Launch
Agency: Momentum Worldwide
Client: American Express
See Category #10

SoBe Life Water National Sampling Day
Agency: Vivid Marketing
Client: Pepsi-Cola North America

Pepsi determined to make its SoBe Life Water enhanced beverage line the target product of its 2008 National Sampling Day initiative, setting a goal of distributing 3 million samples on March 19. Variety-driven trend seekers 18-34 were the initial target, but other demographics were also pinpointed. The promotion activated in 320 markets, with more than 5,000 employees from Pepsi corporate and its bottling systems division managing 2,300 events nationwide. Locales ranged from commuter stations and offices to college campuses and retail chains, and included concerts, St. Patrick’s Day festivals and spring break locations. Local markets in 42 states partnered with radio and TV stations, some of which did live remotes from the sites. New York and Chicago were targeted for heavy sampling efforts. In Chicago, the agency sent teams to five high-traffic commuter locations and two college campuses and handed out more than 18,000 samples. In New York, Vivid built a stage in Times Square and mounted a performance of the “Thrillicious” SoBe commercial with Naomi Campbell that debuted during the last Super Bowl, using 55 dancers and four costumed lizards and posting a video of the performance on YouTube. While the campaign succeeded in handing out 3 million samples nationwide, the Times Square event and 15 New York sampling stations accounted for 132,000 samples on their own.