SCA/Libresse was presented with double gold awards for its campaign – Libresse, Let’s design – when IPRA (International Public Relations Association) announced the winners of the Golden World Awards, a prestigious international PR competition, in April.
16-year old Camilla Nhu Quynh Bui from Norway designed the winning panty pattern namned Old School.
In total, the competition included 404 entries from PR agencies in 52 countries. Of the 117 finalists, 28 category winners were named. The “Libresse, Let’s design” entry won the e-PR category (Best Use of Internet) and shared the Creativity Award with Phonak & Fleishman-Hillard, a German agency.
The campaign was devised as part of the Libresse Design Edition, an initiative involving single-wrapped towels in a variety of patterns that were sold for a limited period in the summer of 2007.
On Libresse’s Nordic websites, a design tool was built to provide visitors with an opportunity to design their own panty pattern. The campaign attracted a total of 90,000 entries. A cooperative project with JC, a clothing retail chain, was initiated in order to create a further channel for reaching the target group and to offer an attractive first prize in the competition – the chance to design a panty pattern that would be sold in the 180 JC stores in the Nordic region.
“The creative concept underlying the campaign was to generate involvement among the target group, and the key to success was the ability to combine PR with digital channels,” says Margareta von Renteln, Nordic Marketing Support Manager at Libresse.
SCA cooperated with the PR agency, Prime, and the Web agency, Creuna, in the project. The Libresse campaign also won a silver award in the Eurobest 2007 advertising competition and a silver award in the Swedish PR competition, Spinn, in 2007.