Pharma Boehringer Ingelheim Consumer Healthcare owns DulcoEase, a product that softens stools, relieving constipation. Virgo Health PR asked experiential agency Hotcow to help create a campaign that would communicate the 'softer stools' message using a luxury toilet. It wanted to get ABC1 females to talk about and recognise the brand. The biggest challenge was the messaging around an embarrassing topic.
How We Did It: Sally Durcan - MD, Hotcow Experiential Marketing
How did you approach the brief?
The campaign was based on the insight that a woman's biggest grievance at outdoor events is the small, dirty toilets. So we created a 'lavish loo for ladies', a space for women to 'lighten their load' in comfortable surroundings with ornate chandeliers, mirrors, potpourri and comfortable seating.
How did you interest consumers?
We took this to events the target audience would attend, the Kew Gardens Summer Swing and Bowood House Summer Events. Staff were on hand to provide information on the product and ask women to take a seat on the 'comfortable stools' while waiting to use the toilet.
What were the results of the campaign?
At each event, hundreds of people experienced the lavish loo, many waiting for up to 20 minutes to get inside. Sixty per cent of women who used the toilets said they would recommend them to a friend, which created talkability. At one event, the MC decided the loo was such a novelty that he announced it over the loudspeaker to the entire crowd.
What advice do you have for other PROs with similar products to pitch?
Be real with your audience and move away from stuffy messages that are too far removed from the lifestyle of your audience.