Awards
D&AD In Book | Direct Integrated
Cannes Lion Bronze | Media
Cannes Lion Bronze | Direct Marketing

Campaign overview
To boost sales of Harpic White & Shine our client gave us the unenviable task of persuading consumers to clean the toilet every day, instead of every week.

In research women confirmed a simple truth: Men make the mess and women clean it up.

From this insight we created a fresh, entertaining platform to draw attention to these daily toilet disasters - Harpic Toilet Confessions – where the men of Australia finally came clean for their toilet crimes.

We launched the idea with a national advertising campaign, including television, radio, newspapers, outdoor and online.

We then encouraged men to visit our website and create their own apologies - these were then posted on social media, to our dishonour roll and sent via email. We also took the campaign to street level and filmed men apologising in our specially designed cubicle confessional.

Campaign stats
7,165 visits to our site
43,681 apologies shared via Facebook
Market share rose 3.5%
Sales rose 18.5%