International dance event Sensation was coming to St. Petersburg. To enter, you must be dressed in white. And of course, everyone going dancing wants to look good.Perfect! We launched “Sensational Whiteness with Persil at Sensation!” All Sensation communications focused on Russia’s youth – key media were internet and MTV. The Persil message was broadcast alongside Sensation announcements, putting Persil at the centre of youth’s attention. On Sensation's forum people recommended Persil to others – a brand manager’s dream – and even joked that the organisers use Persil to clean the decorations.June 12 was showtime, with Persil’s red logo integrated throughout the all-white arena. Persil’s “Sensational Whiteness” video was broadcast every 20 minutes throughout the arena. The Deluxe Zone was branded Persil. At Sensation Shops, everyone who bought something received a Persil sachet. Persil logos were integrated into the shop design and a Persil video was broadcast in the shops.

Leveraging a single event, we made Persil the focus of attention for thousands of young Russians – people who had never given much thought to detergent before.100,000+ people interacted with Persil on the forum.25,000 people aged 18-35 bought tickets to Sensation8,000 people had passes to the Persil-branded Deluxe Zone.Sensation was broadcast live all night on MTV; the Persil = Looking Good message reached across the entire country.TNS data showed a positive trend:Among people 18-34:Brand awareness up 9% (Moscow) and 2% (St.Petersburg)Share of people aged 18-34 among Persil users increased by 8% (St.Petersburg)