Campaign details
Brand: ReseshBrand owner: KaoLead agency: I&S BBDO INC.Contributing agencies: Taiyo Kikaku Co. LtdCountry: JapanIndustries: Laundry productsMedia channels: Mobile & apps, Online video, Public relations, Television, Virtual & augmented realityBudget: 3 - 5 million
Executive summary
Resesh Binaurally Viral Videos
This campaign, conducted in Japan, used a digital extension of the Japanese fabric freshener brand Resesh to reach new targets.
Its main competitor was P&G's Febreze, with 60% share, in a market where the main users of fabric fresheners were housewives. In order...