Ambi Pur in partnership with Dan & Maz in their National Metro, and Regional Today Network Drive show, developed 'Pamela Vanderson' - A VW Combi Van that became the Show Car. They shared it with the people of Australia. The challenge with so many different passengers? To remain fresh for 30 days.
SCA Digital built a microsite to track where the Pamela Vanderson travelled. We took people to Weddings, Parties, drove The InBetweeners to their own movie premiere, even The Wiggles jumped on board and re-wrote one of their famous songs, just for Pam Van! We created video content on the journey and pushed this content into the Today Network Facebook Feeds, Twitter Feeds as well as Ambi Pur utilising their own social assets to showcase the content.
Pamela Vanderson provided a driving service to more than 300 listeners and engaged them directly with the product.
The van travelled more than 9,200kms
We delivered a 66% increase in awareness of the Breathe Happy / 30 Days of Freshness message.
Our social media reached 1.7 million fans.
50% felt more positive about Ambi Pur because of Pamela Vanderson
1 in 8 people went out and bought an Ambi Pur Car air freshner.