Winner: Lysol
Air-aoke Pop-up with Lysol Air Sanitizer
During the height of the COVID-19 pandemic, it was discovered that the coronavirus was airborne. Lysol also found that singing puts 77% more viruses and bacteria-filled aerosols in the air than just talking. The creatives behind Lysol Air Sanitizer wanted to use these insights as part of a campaign to educate the public about how the new product is approved by the Environmental Protection Agency and kills 99.9% of bacteria and viruses in the air.
To do so, the brand staged Lysol Air-aoke, a karaoke booth at the Music Midtown festival in Atlanta, which took place September 15-17. The pop-up had LED screens on the walls and ceiling where participants could see VR depictions of viruses and bacteria they produced from singing. They could then clean those germs with the Lysol spray. The brand also hired actress and singer Christina Milian to sing at the booth and spray the product.
Additionally, Lysol partnered with SidClusive, an artist who has more than 4 million followers on TikTok, to create a unique backing track for other creators to duet with their own Lysol Air Sanitizer-inspired verses to keep the music going. Milian also joined in with her own duet and lyrics to the beat.
The campaign, which had a $750,000 budget, led to 3,760 media placements and 600 people participated in the Air-aoke experience. The earned media placements had a 100% positive or neutral sentiment.
Judges agreed this campaign had “great insights leading to a big creative idea ownable by their brand.” One judge called the effort “very educational.”
Honorable mention
Jimmy John’s (Inspire Brands) and MSL
Let’s Be Blunt — Jimmy John’s Rolls Out an Epic 4/20 Celebration
To prove it supports fans’ cravings, Jimmy John’s opened a one-day Sandwich Dispensary on April 20 with exclusive branded rolling papers, a DJ, giveaways and swag. The chain also launched a temporary sandwich called the Munchie Crusher. The campaign drove an estimated 169% increase in average daily sandwich sales compared to the two-week period before the offer and Jimmy John’s app saw a 14% increase in downloads and a 52% increase in traffic on April 20.
Link to the Case Study – https://www.groovejones.com/lysol-air-aoke/
About the PRWeekAwards
Now celebrating its 25th year, the PRWeek Awards are firmly established as the communications industry’s highest accolade. Winning campaigns not only praise the companies they serve but also shed light on the issues that matter. These activations are inclusive, provocative, and sometimes controversial but always inspiring. They are visual, viral, and visceral and get to the core of issues that may be thought about but are rarely addressed in a public forum.
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Appeared on PrWeek.com March 15, 2024 – https://www.prweek.com/article/1863909/prweek-us-awards-2024-best-promotional-event