The Outfit’s UK relaunch of Andrex Washlets in 2012 won Gold at the Mediaweek Awards. The transchannel commercial program drove almost c.50% yoy growth & achieved a 12 month target in 10 weeks. Popular TV journalist Dawn O'Porter fronted the documentary style episodic TV ads, daily social media films, the digital drive and hosted an experiential roadshow.
Andrex Washlets target young urban social professionals, early adopters and families and are branded Hakle Moist in Germany. The current German activity is fronted by TV presenter Charlotte Engelhardt. The new campaign will include 3x 30” TVCs, 10x 2min online documentary episodes and three longer directors cut versions of the ads featuring on Facebook and YouTube plus other experiential, digital and PR activity.
"Commercial and product innovations are the key driving force of such a highly penetrated category. Given the successes of The Outfit’s UK campaign in driving consumer behavior change in a new and exciting way, we are thrilled the Outfit have taken up the challenge to extend the program on a continental scale." Matt Muniz, European Bath Tissue Innovation, Kimberly-Clark.
"Kimberly-Clark came to us with the Andrex Washlets challenge – how to introduce, and normalise the use of moist toilet tissue to a very sceptical UK public. We worked with the brilliant Dawn to bravely tackle this very British taboo. We are very excited to have been asked to go into Europe, and we are about to start shooting in Germany to recreate the Dawn effect.” Niall Murdoch, co-founder of The Outfit
Background on the UK Campaign: The UK’s Clean Campaign was filmed as a documentary to get Britain to love Andrex Washlets. Daily films were posted on Facebook, Dawn chatted wet wiping on Twitter and people even got to try them in a portable loo. The documentary was cut into six three-minute episodes for Facebook, and six trailers ran episodically in Channel 4 advertising airtime to promote it. In addition to the films, hundreds of photos, status updates, behind the scenes footage, and online polls were posted.
Dawn has been an ever vocal and proactive champion of Andrex Washlets, even her husband, Bridesmaids Chris O'Dowd supports her: 'My husband says I’m the sexiest face of bum wipes he’s ever met' Dawn confessed to Heat magazine only last week.