Due to a distribution problem in late 2010, o.b. tampons went off the shelves. Loyal users were upset at the sudden loss of their brand, and we needed to apologize. So, we sent an email to each of the 65,010 women on the o.b. database, including a link to their own personalized music video, A Personal Apology (just for you). A singer crooned their personal, apologetic ode, while they saw their names written in rose petals, skywriting and more. We also offered a coupon toward their next o.b. purchase. We received a 61% email click through rate and within three months over 1 million Facebook shares, 1.8 million Twitter impressions, nearly a million coupon downloads, worldwide media placements and over 27 million unique visits to the website.
TV/Cinema/Online Film — Best Use of Innovation
Entrant: Lowe Roche, Toronto
"A Personal Apology (Just For You)"