2010 Silver Effie Winner

Report 36 Downloads 119 Views

the Effie Awards. 2010 Silver ... Idea to Life. The Swagger campaign launched in conjunction with the start of the 2008 NFL season. ... Social Networking sites.

2010 Silver Effie Winner “Swagger: The Scent that Makes a Difference ” Category: Beauty Products & Services Brand/Client: Old Spice / Procter & Gamble Primary Agency: Wieden + Kennedy

Strategic Challenge Old Spice is best known and loved as a scent, but this equity doesn’t always translate to sales success. In 2008, “Glacial Falls” was the worst-performing scent in the entire Old Spice portfolio—a real “stinker” if you will. In fact, sales were so lackluster that “Glacial Falls” deodorants and body washes were in danger of being yanked off the shelves, a threat with dire implications for the Old Spice business. The problem: many young guys in the category were moving to more expressive scents (such as Axe’s “Vice” or “Phoenix”)—names that served as extensions of the male persona. And while Old Spice’s research showed that many people liked the actual smell of “Glacial Falls,” the name itself was a significant trial barrier and just wasn’t resonating with young guys. Or as one participant in focus groups eloquently commented: “That scent just sounds booooooooring!” With valuable shelf space at stake, Old Spice needed to rebrand and relaunch “Glacial Falls” in a hurry.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Objectives Our primary objective for this initiative was simple: drive sales of the scent formerly known as “Glacial Falls” with young guys (ages 12—34). In order to save the scent from extinction we needed cash registers to start ringing immediately. Given our media investment and P&G benchmarks, we were hoping to double sales of “Glacial Falls” deodorants from the previous year. Boosting sales, however, wouldn’t be easy given the dismal state of the economy. “Glacial Falls” was part of Old Spice’s premium lineup (Red Zone), priced 30—40% higher than the brand’s base line of products (High Endurance). While many guys were opting for cheaper options at the shelf, we were asking them to trade up at a premium. A tough task indeed.

The Big Idea Transform yourself with “Swagger” from Old Spice. Right off the bat, we knew the “Glacial Falls” name had to go. We needed to rebrand the scent with a new, more evocative name—one that delivered on the brand’s masculine heritage but that also carried some cultural cachet. “Swagger” was a name that immediately rose to the top of the list. First used by Shakespeare in A Midsummer Night’s Dream around 1590, “swagger” had been in and out of the hip-hop lexicon since the 1970s to describe a type of cocky arrogance. Over the course of the last decade, however, the definition of “swagger” had evolved to be less about brash arrogance and more about oozing confidence, a quality that all young guys want to possess. Thus the decision to rebrand “Glacial Falls” as “Swagger” was made. We then needed a creative idea that would drum up excitement for our newly renamed scent. Exploratory research with young guys revealed three important findings: 1) swagger was elusive, 2) most guys wished they had it and 3) Old Spice, given its authenticity and classic masculine heritage, had plenty of swagger to go around. This was good inspiration for our creative team, who decided (rather ridiculously) that Old Spice Swagger would have miraculous transformational powers, capable of turning wimps and nerds into the strongest and smoothest of studs. We billed Swagger as “the scent that makes a difference,” and we set out to communicate this creative idea in a memorable way.

Bringing the Idea to Life The Swagger campaign launched in conjunction with the start of the 2008 NFL season.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Print and TV executions featured Brian Urlacher (feared linebacker for the Chicago Bears) and LL Cool J (famed rapper and ladies’-man). Each showcased Old Spice Swagger as the transformational secret behind their success. However, the most innovative expression of Swagger’s transformational powers came with the development of Swaggerizeme.com, an online search tool built in partnership with the folks at Google. The insight here was that many guys were “googling” themselves, with rather pitiful results. A guy with few search results attached to his name just didn’t command the respect of his peers, nor could he expect to do well with the ladies. Swaggerizeme.com, however, allowed guys to boost the awesomeness of their online presence. With a few clicks at the computer, a guy using our application could create a series of fake, flattering articles, blogs and web sites—links to which were instantly populated into Google search results. Guys with previously nonexistent Google results were now treated with a dozen customized links attesting to their intelligence, strength, handsomeness and wealth.

Communications Touch Points TV Spots Branded Content Sponsorship Product placement

Packaging Product Design Cinema

Interactive Online Ads Web site Viral video Video skins/bugs Social Networking sites Podcasts Gaming Mobile Phone Other_____________

Radio Spots Merchandising Program/content

Print Trade/Professional Newspaper Consumer Magazine Print partnership

OOH

Direct

Airport Transit Billboard Place Based Other_____________

Mail Email

PR Events

Trade Shows Sponsorship Retail Experience POP Video In-Store Merchandizing Sales Promotion Retailtainment

Guerrilla Street Teams Tagging Wraps Buzz Marketing Ambient Media Sampling/Trial

Consumer Involvement WOM Consumer Generated Viral

Other ____________

Additional Marketing Components: None

Reach: National

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Total Media Expenditure: Media Expenditure withheld for confidentiality reasons.

Results Swagger was a resounding success that far exceeded expectations. Previously the worstperforming scent in the Old Spice portfolio (and in danger of being removed from retail shelves), Swagger is the fastest-growing scent in Old Spice’s history and is now one of the brand’s top performers. A few specifics: •

Swagger deodorant sales QUADRUPLED! With the rebranding in place, deodorant sales rocketed after the launch of the campaign, recording over 400% in sales growth. (Source: P&G Sales Data 2007—2009)

Swagger Deodorant Sales ($)

(Source: P&G Sales Data 2007—2009) •

Swaggerizeme.com recorded over 461,000 visitors. Prior to launch, our traffic goal for the site was 150,000. But the popularity of the campaign, in addition to strongly performing online banners and video, helped us to triple expectations as many guys flocked to the site to boost their digital swagger. (Source: Google Analytics 2008—2009)

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.



Swagger wins 2009 P&G North America Brand Building Award for Best Commercial Innovation. On top of all the exciting sales and engagement numbers, winning this award was the icing on the cake.

Anything else going on that might have helped drive results? No other factors

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Recommend Documents
3) Engage a younger, hard-to-reach target audience with the Coleman Brand. The Big ... place to roast marshmallows, it was the original social networking site.

primarily for basics like email and connecting to the Internet. These users might .... “Intel's biggest brand marketing launch” (Source: inews24, Korea, May 2009).

way women were wired to process information, make decisions, and feel emotions like guilt. .... Facebook page, our own site, and a branded YouTube channel.

Forced to make some tough decisions, the ERFM identified 29 schools targeted .... Every movement needs a rallying cry, and ours was simple: “I'm in!” Creating ...

So it was perhaps not the best of times for Doritos to embark on one of its .... appeared in their social networking streams (e.g., Facebook) and also .... In total, the campaign received over $3.6M worth of earned media from music and industry.

Contributing Agency: JWT, New York. Strategic ... K-C's U by Kotex* launch delivered on the promise of bringing the marketing of feminine care ... extensive social media efforts, targeted print, TV and online advertising, direct-to-consumer.

social media in 2010. Really, it's true. ... Social Networking Sites. ☐Podcasts ... 1 Millward Brown Male Personal Wash Tracker – Imagery Summary. 2 Millward ...

it would receive, business performance had to be stellar: the company needed to ... a mixture of IT hardware, software and consulting services applied to a full ...

record and making the Verizon Droid the fastest-selling Android phone to date. ... Apple iOS growth in less than a year (Nielsen Mobile Insights, June 2010).

In mid-2010, as IBM came into the third year of Smarter Planet, the task ahead ... Through this, communications create a 'Favorable Selling Environment' for IBM.