P&G Professional

This project took us over a year to get made at Saatchi & Saatchi but it was well worth it. 

P&G Professional provide all the cleaning products for the care home, hotel and catering industries. In this case, they wanted to hit the first group, or rather the people who decide which cleaning contractors they appoint. Trouble is, these people are notoriously hard to reach so we needed something that would grab their attention. 

Seeing as newspapers always get looked at - when DM often doesn't - we decided to make our targets front page news. Working in collaboration with the Daily Telegraph, we would receive their artwork for the next morning's paper about midnight, then strip out their lead story, replacing it with our own, featuring a photo of the recipient and an article about how their business would benefit from a partnership with P&G Professional. This would then be printed onto newspaper and wrapped around the finished paper which usually came in about 2 or 3 in the morning. Once that was done, it was couriered straight to the recipient's desk. So when he got into work the next day, he would be greeted by a perfectly authentic Daily Telegraph in all respects apart from the fact that he was the lead article. 

For a company that had very little traction in the care homes sector, this piece generated a response rate of 25% and led to an 80% increase in awareness. Oh, and it won us quite a few awards.