Neve Spectacular Bathrooms

Neve is the most popular toilet paper brand in Brazil and transcends the category through product innovation.

Born in 2012 the Spectacular Bathrooms project is an initiative that strives to guarantee that Neve’s consumers will encounter the same bathroom experience in public places as they do in the privacy of their own home.

However, after two years of following the same model, the 2015 edition had to evolve. It was time to build Neve’s very own Spectacular Bathroom.

To build the spectacular bathroom, we chose a popular public space in São Paulo that lacked a public bathroom, the luxurious Oscar Freire street, and hired renowned interior designer Jade Jagger to design the bathroom.

The bathroom launched with an exclusive event with Jade and brand ambassador Ingrid Guimarães. The space featured an art exhibit using Neve products and an interactive mirror gallery showcasing the most Spectacular Bathrooms around the world.

The project was fully integrated and the activation was supported by a full digital campaign which included social content, live Periscope on the launch day and a 360° digital virtual tour of the Bathrooms.

R$4.5M
R$4.5M
generated in earned media, totaling 1 billion views
25K
25K
people visited the activation (surpassing the original goal by 200%)
4M
4M
digital views, generating over 15M impressions
2 MONTH
2 MONTH
activation (extended from 1 month due to its success)