Campaign: P&G The Cleaning Experts from CarrefourClient: Procter & Gamble RomâniaBrand: P&G MultibrandEntrant Agency:Geometry Global RomâniaSecond Agency: New View
We needed to make experiential and quality shoppers from Carrefour see the department with P&G detergents as the hub of cleaning expertise.
Our strategy was to disrupt the cliché shopper communication by building a never-been-done-before cleaning expertise center in the middle of each participating Carrefour store. Each center had a special hi-tech island with plasma screens and world-class innovation. Big Idea: THE CLEANING EXPERTS FROM CARREFOUR MAKE YOUR LIFE EASIER
The campaign outperformed all its objectives, growing shares and reaching new record figures in terms of conversion and closure rates.