Vanish Napisan Crystal White wanted to be famous for keeping white clothes white. Our client wanted to find a bold way to deliver our message. So, we decided to sponsor a building. And if we really wanted to make Vanish Napisan Crystal White famous for keeping white clothes white, there was only one building to sponsor. The White House, in Washington DC.
To start, we wrote to every member of Congress, stating that Vanish Napisan Crystal would sponsor the White House for $25 million. We also pitched the idea directly to President Obama via a YouTube video and sent our brand ambassador, Adam Whittaker, to Washington DC. We pitched the idea to Democrats, Republicans, everyday Americans, and even the secret service.
THE PITCH
THE CASE STUDY
RADIO
PR reach of 11 million people in Australia
87% share of voice versus major competitors
150 minutes of earned media on radio in Australia
72 media items across Australia in 2 months. Norm is 5
A further 140 media items globally
2 x 6 minute segments on National US TV
Social media reach of over 600,000
‘.... from Cannes to D&AD, pretty much every single award we’ve won has had Scotty’s name on it. He’s a really strong conceptual thinker, and is prepared to put in the hard work to make his ideas a reality. He was an integral part of the creative team on the Vanish Napisan ‘Sponsor The White House’ campaign...’
Steve Coll ECD