For the fourth consecutive year, Procter & Gamble has brought Charmin-branded public bathrooms back to New York’s Times Square for the holiday season. To promote them, P&G has launched a multichannel campaign with Web and cause components.
Digital agency Publicis New York created the campaign, which uses the tag line “enjoy the go.” The effort includes a microsite, a mobile application, social media and charity components.
“It helps fill a very personal and relevant need for anyone who needs to find a bathroom when they are away from their home, especially in New York, which doesn’t always have clean bathrooms available,” said Lisa Jester, spokesperson for Charmin.
The microsite, which includes a countdown to the New Year, lets consumers interact with the five-member “Charmin Go Team,” a group of actors who entertain people at the restrooms. The restrooms feature a giant toilet for photo-ops, a digital graffiti wall, a kids’ toilet paper pit and video “can-fessional” booth, as well as themed toilet seat covers ranging from boxing to disco.
The microsite features a daily blog post from inside the bathrooms and links to Facebook, Twitter, Flickr and YouTube, where consumers can share their photos and videos from their visit to the glittery Times Square latrine. Charmin is also sponsoring a mobile app called “Sit or Squat,” which helps people search for clean public restrooms from their mobile phone.
The charity component of the campaign lets consumers “Go for Good,” by visiting the Charmin bathrooms until the end of the year. For every visitor to the toilets, Charmin will donate $1 to a select charity, including Broadway Cares, Boys & Girls Club of America, The Harlem Children’s Zone and Angels in Waiting. Actor and stand-up comedian Mario Cantone, the campaign’s spokesperson, chose the charities. Charmin will donate up to $10,000 per charity, with a total donation goal of $50,000.
The social media component will continue after the holidays, according to the campaign microsite.
“We see this as an opportunity to continue the relationship after the bathrooms have been closed,” added Jester. “Also, online it is a great way for us to connect with the people who hear about it, but may not be able to come and experience the bathrooms in New York.”