GOLD
Kleenex Let it Out
The battle for market share in the facial tissue category is fierce. So the Let it Out campaign was developed to enhance the emotional bond between Canadians and the Kleenex brand, while at the same time encouraging people to release their emotions. The campaign was built around Valentine’s Day, and a marathon of relationship-themed, empathetic programming was lined up.
Friends was the sitcom chosen for the marathon, which had to be both multi-platform and promote emotional interaction. That came from the Let it Out Lounge, presented live by Kleenex and featuring panel discussions. Viewers wanting to “let it out” could do so through live online chat incorporated into the discussions by the panel sitting on Kleenex’s Blue Couch.
The four hours of programming, for which Canwest specialty channel TVtropolis changed its schedule for the first time, was branded with animated roll-ups, billboards, screen crawlers and traditional TV spots. The discussion group also passed around Kleenex tissues. Kleenex also ran pre-promotional media with a contest giving away personalized boxes of tissues and the Blue Couch.
The marathon reached 803,000 adults, while 77,000 viewers visited the Kleenex website, and more than 500 chatted online.
AGENCY: Mindshare Canada, Toronto
TITLE: Kleenex Let it Out
CLIENT: Kimberly-Clark
MEDIA: Canwest
PLANNING, MINDSHARE CANADA: Jennifer Prymak, Stephany Sousa & Lesley Mills
BUYING, MINDSHARE CANADA: Ricky Lui & Michelle Mruck
BROADCAST SALES, CANWEST: Mary-Ellen Lett, Vera McCausland & Nancy Bevilacqua
SILVER
Johnson & Johnson, Band-Aid
AGENCY: M2 Universal
MEDIA: CTVglobemedia
BRONZE
Pepsi-QTG, Diet Pepsi Super Bowl
AGENCY: OMD Canada, Toronto
MEDIA: CTVglobemedia
CERTIFICATE
Unilever Canada, Dove Sleepover for Self Esteem
AGENCY: PHD Canada, Toronto
MEDIA: Corus Entertainment
