In Cincinnati, the presence of business partnerships between large and small businesses is furthering growth and bringing more innovative practices to what used to be a simple advertising build.
Local firm POSSIBLE dares to take on new approaches to more traditional advertising mechanisms. It has more than 1,500 employees around the globe with an innovative vision. Its ideas evolve with the ever-changing digital landscape to provide the full-service advertising experience from strategic planning and e-commerce to web development and analytics.
Among one of its most recent projects, POSSIBLE Cincinnati has taken on an iconic P&G brand for the launch of the ‘Febreze Song Ads.’
The creativity within POSSIBLE’s employee base shines through in these advertisements, which aren’t actually ads at all, but instead, a unique campaign that capitalizes on the growing popularity of streaming music services such as Spotify and Pandora by creating 30-second song ads for the air freshener brand.
The team at POSSIBLE worked with music industry icons to write, compose and produce original songs that make Febreze sound more like a band than a brand. The ‘advertisements’ blend in with the ebb and flow of listeners’ lives by using popular genres like rap and R&B.
The first #FebrezeSong video was released on Youtube in Aug. 2015 — to date, it has received over 300,000 hits. (Check out the Febreze commercials and jingles.
At the conclusion of the campaign, the Febreze song ads had been played more than 180 million times, and listeners sought the songs out on YouTube more than 1 million times. The campaign also generated a 56 percent higher tap-through rate compared to other ads on streaming music platforms, making it one of the most successful and innovative P&G campaigns thus far.
POSSIBLE is now being recognized for its hard work and creative thinking. The #FebrezeSong ads received special recognition from the 2017 WEBBY Awards, and the campaign recently won “Judge’s Choice” and gold in two categories at the American Advertising Federation’s District 5 ADDY Awards earlier this year.
In June, the campaign will head to the national ADDY Awards, where it has the chance to be named one of the best advertising campaigns of the year.
Other companies and brands that POSSIBLE has worked extensively with include Coca-Cola, other P&G brands like Pringles, Starwood Hotels, Heinken, the MLS app, the Better Homes and Gardens app, Amazon and many more.
To keep up with more projects and innovative ideas from POSSIBLE, visit its website or Facebook page.