This month, Procter and Gamble decided to take over the biggest media city in the world – New York – in what they call “the largest consumer event in the company’s 175 year history”. NYC was blitzed on June 19th by 25 brands as part of P&G’s “Everyday Effect” campaign.
Throughout the city, more than 40,000 products were distributed at strategically timed moments. For example, free Scope mouthwash samples were offered to coffee drinkers, Febreze car vent clips to taxi drivers, and Iams dog treats to people walking their dogs.
Activities included free barber, salon, make-up and nail services and free pedicab rides. P&G’s New York saturation campaign reached far beyond the city, and was also supported by a dedicated website, Facebook and Twitter.
The campaign added value to the lives of New Yorkers and at the same time demonstrated how P&G’s brands improve everyday life in small yet meaningful ways.
Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.