Currently in Australia there is just a hairs breadth separating the 2 major television networks. Every night is a ratings battle. Whilst there might not be advertising laws and regulations around branded content in this country, EVERYTHING within programming is strictly controlled by the network to ensure maximum audience engagement.

So much so, that many a brands request for in program integration has been denied and dollars turned away. Rule of thumb is that if it doesn’t make for good entertainment then we just won’t run it.

In order to get brand or product integration over the line there needs to be a natural synergy between the brands story and our content. Plus it needs to offer true value to the viewer at every touch point whether that is the viewing, digital or pos experience.

The value comes from achieving the perfect balance between advertising and storytelling and never is this more important than in a multi-platform global format where integration into reality programming are the make or break moments of the evening for the TV networks.

Our chosen platform – Big Brother is one of those formats.

With an objective to entertain mums en-mass, the most famous home in the country, the Big Brother house, was the perfect place for our content to reside.

In its 10th Australian season, this global franchise is a multi-screen experience with massive social following and a huge fan base of mums.

The premise is simple; strangers share a home, cut-off from the rest of society- a true social experiment. Attracting a cumulative reach of over 11.6m (total ppl) and a dedicated online and social following, Big Brother presented an opportunity for us to have some real fun with the brand.

The result was that we created an integrated content experience which was natural & entertaining – but most importantly showed how the product eliminated odours in the house.

Our prank ran for over 6.5 minutes on air and our bespoke TVCs reached 8.6 million Australians (46% F25-54). Our online audience LOVED the campaign with our ads receiving a whopping 7.6% interaction rate compared to an average of 0.3% plus huge social interaction!

There was a frenzy over the proof of purchase promotion with total entries indicating a 155 index vs the goal!

From a business perspective it was a turnaround quarter.

They grew sales faster than the category and won with consumers (Aus+ 1HHP 1444IYA).

And in September 2013 Ambi Pur achieved its highest market share position EVER (17.9%) since acquisition in 2010!

Big Brother also helped Ambi Pur create value for customers. Ambi Pur’s growth has spurred +12% category growth for the total Air Freshener category in Grocery in Australia.

The campaign was so successful, in securing Ambi Pur’s place on mums all important shopping list, that global parent company Procter & Gamble have acknowledged the campaign as a “Best in Class Integration Partnership in the Australian market.”