Below Vienna’s breathtaking central square Stephansplatz, lies a railway station known for stinking something awful. Ketchum asked the question, “Could Stephansplatz be deodorized?" It was a bold campaign idea, but would the smelliest railway station in the country pass the sniff test of a quarter-million daily commuters and provide the ideal setting for introducing Austrians to Borotalco®, a super-fragrant, double-effective deodorant by client Bolton?
Ketchum transformed Stephansplatz into a mystery scent oasis and for three days, 100+ digital screens invited people to “Take a deep breath!” Soon, once-stinky Stephansplatz became a U-Bahn must-stop. The “Stephansplatz mystery” campaign garnered 1.7+ million media impressions, and, in under a month, Borotalco gained 2% market share; in three months, it met annual sales projections.
- 2015 EMEA SABRES – DACH
- 2015 Global Sabre
- PR Report 2015 – Consumer Marketing
- European Excellence Award 2014 – DACH
- European Excellence Award 2014 – Product Launch
- Austrian State PR Award 2014