Naked's crowd funded 'Who Gives a Crap' campaign wins Grand ...

Last night Naked Communications' crowd funded launch campaign for toilet paper brand 'Who Gives a Crap' was awarded the Grand Prix at the inaugural Commscon awards, celebrating the best PR work over the last year.

The work for 'Who Gives a Crap' was titled 'Help Get Simon off the Loo', and involved company CEO Simon Griffth's live streaming himself sitting on a toilet and refusing to get off until he raised $50,000 in donations to help pay for his first mass order of 100% recycled toilet paper. The idea beat of other well-fancied competitors such as M.J Bale's 'Grazed on Greatness', and Virgin Mobiles 'Fair Go Bro'.

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As well as the Grand Prix, the campaign won in the categories of Most innovative use of social media; and Investor / Community Relations campaign.

The CommsCon Awards followed yesterdays CommsCon conference, attended by around 200 delegates.

The results of the campaign have been excellent with Who Gives a Crap raising the money in 48 hours. The first delivery of toilet paper happens this month, and 50% of all profits will be going to Wateraide, providing safer sanitary conditions in developing countries.
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Says Catherine Connelly, head of PR at Naked: "We are really happy with this result. Our PR offer is going strong, and it's great to be recognised for the great work the team has been doing."
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Says Adam Ferrier, founder of Naked Communications: "We are stoked that our PR offer has been seamlessly integrated into the business. PR operates on a different rhythm to the rest of the agency and to get the whole thing humming together is fantastic. PR thinking should not be divorced from the rest of your communications strategy."
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The Grand Prix win at Commscon, complements the recent ADMA Grand Prix win for the Art Series Hotel 'Steal Banksy' campaign.

The juries were chaired by Andy Lark, Chief Marketing and Online Officer at CommBank.

Full winners list:

Most innovative use of social media:
Winner: Who Gives A Crap - Help Get Simon Off The Loo - Naked Communications
Highly commended:The Human Brochure - The Works

B2C campaign:
Winner: M.J.Bale - Grazed On Greatness - Eleven PR & Whybin\TBWA
Highly commended: Virgin Mobile: Fair Go Bro - One Green Bean & Havas Worldwide Sydney

B2B campaign:
Winner: PwC Value Exchange - Two Social

B2C launch / event
Winner: Bulleit Whiskey Speak Easy Series - One Green Bean

B2B launch / event
Highly commended: National Telework Week - Professional Public Relations & Department of Broadband, Communication and the Digital Economy

Best campaign by small team or agency
Winner: ASCA - Blue Knot Day - Launch Management Group
Highly commended: Victor - A Pig's Tale - BLACK Communications

Best reporting and use of measurement
Winner: G.S.K Panadol Cold and Flu Tracker - Maxus

Source: http://www.campaignbrief.com/2013/03/naked-communications-crowd-fun.html

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