Brief
Andrex's new potty-training app, GoTime, was the perfect chance to help parents and become a more valuable part of family life...but only if they could get parents to listen. The question was: how do you get already-stretched parents to engage with a subject they are avoiding?
Idea
We stepped out of the stressful parent-verse and met our millennial parents on a more enjoyable level by taking a certified anthem from their youth and using it as the vehicle to talk to them about the potty-training experience.
Execution
We worked with DJ Pied Piper and Masters of Ceremonies to re-record the classic track ‘Do You Really Like It?’ with a toilet-themed twist. Launching with a full-length music video and a series of cutdowns for paid media, we extended the campaign through PR, influencer activity and activation at the UK’s #1 rave event for families, Raver Tots.
