Versions of the blindfold test through BB challenges and scenarios capitalised on housemates' sense of adventure, extreme reactions and iconic BB house environments.

Quirky television commercials aired in-show, on Catchup TV and online, with behind the scenes content available as second screen experiences.

We manufactured situations that would bring to life the product benefit. Set up housemates to play a prank of hiding smelly fish, but the AmbiPur eliminated the odour!

We set up cleaning challenges and used the AmbiPur brand to reward contestants on their success.

We kept the conversation going outside the show with an online Smell-All blog talking about the state of the house and gave viewers the chance to win a stay in the BB house.

Driving to this promotion were Big Brother replica houses in store generating huge excitement at points of sales, social pushes and media drivers. You needed to buy a product to enter, so the impact on sales was direct.

Campaign results were amazing. The television commercials reached 8.6 million Aussies (46% of all F25-54), and online ads a whopping 7.6% CTR (average 0.3%!). The challenge received over 6.5 mins airtime and total POP promotion entries indicating a 155 index vs. goal.

From a business perspective it was a turnaround quarter for AmbiPur

Sales grew faster than the category and September 2013 saw their highest share position EVER (17.9%) since the brand was acquired. The BB Campaign spurred +12% overall category growth and is acknowledged by global parent company P&G as “Best in Class Integration Partnership in the Australian market.”