NEW YORK CITY, NY. (April 30, 2013) – Publicis Kaplan Thaler received a nomination for Facebook’s prestigious Studio Awards for creating the Scope’s Courage Encouraged campaign. The Facebook Studio Awards celebrate the agencies and brands that are helping people and businesses connect. With the following criteria as guidelines, jury members present the awards to all entries they deem outstanding examples of marketing with Facebook:
The Scope Courage Encouraged campaign can give a resounding, and minty, “yes!” to all of the above. Publicis Kaplan Thaler set out to infuse energy into a mouthwash brand that dwells in a category plagued by bad breath clichés and the word gingivitis. To do this, PKT set out to change the consumer conversation from proper hygiene to what they really use mouthwash for — social courage and confidence. The idea was simple: Give people the confidence to break the ice with Scope.
What followed was a social media campaign that encouraged people to break down the walls of cyberspace and start making connections with people face to face. First, Scope’s entire social identity was changed to fit the new Courage Encouraged theme. Daily posts on Facebook and Twitter featuring bottles of Scope and encouraging lines like “Chances are free. Take one.” exploded in popularity. Publicis Kaplan Thaler took this one step further and held an event at Voodoo Music Festival where 150,000 concert goers were encouraged to strip, swap clothes and even kiss complete strangers. Last, but not least, comedian Dave Adhoot was enlisted to approach total strangers in front of hidden cameras, after a swig of Scope of course, and ask them to be his friend on Facebook. The results were hysterical and the videos spread all over social space.
Results from Courage Encouraged were staggering. In just a few months Scope’s Facebook page added almost 450,000 new fans, engagement grew 740% at its peak and some posts garnered over 20,000 likes. These high levels of customer interaction steamrolled any competition from other mouthwashes, and even beat out many global soft drink and beer brands. Scope mouthwash was officially relevant, and people couldn’t stop talking about it. The success of Courage Encouraged is undeniable and is a shining validation for social media as a medium for building brand equity in the digital age.
Publicis Kaplan Thaler
Chief Creative Officer: Rob Feakins
Executive Creative Director: David Corr
Creative Director: Carlos Figueiredo
Copywriter: Danny McHatton
Art Director: Anthony Dipaula
Art Director: Einav Jacubovich
Copywriter: Todd Perelmuter
Strategy Director: Mark Hider
Strategist: Kathleen Hartnett
Director of Strategic Planning: Katherine Lumb
Analyst Lead: Anna Kuhn
Director of Digital Production: Mikey Centrella
Integrated Production Director: Chris Berger
Global Account Director: Angela Pasqualucci
Management Supervisor: Kate Stirrat
Account Supervisor: Shelby Donovan
About Publicis Kaplan Thaler
Publicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.
About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.