- Duck gives one of Britain’s most notorious public toilets a transformation to create the nation’s most fun toilet experience
- In partnership with global creator agency, Billion Dollar Boy, the campaign gives Margate Main Sands Public Toilets a makeover complete with creator designed mural
- The activation brings together comic creators Niall Gray and Imogen Andrews for their first ever branded campaign partnership
London, UK, 18 July 2024 – Toilet cleaner brand, Duck®, has given one of Britain’s most notorious public toilets a makeover to launch the nation’s most fun toilet experience.
Located between Margate train station, the beach, and the iconic Dreamland Amusement Complex, Margate Main Sands Public Toilets is in constant use – especially during the busy May bank holiday weekend. But Duck’s new ‘Breaking Boredom’ campaign, in partnership with leading global creator agency, Billion Dollar Boy, saw the SC Johnson brand transform the toilets into a surprising potty playground that ends toilet boredom.
The makeover included colourful interiors and an eye-catching external mural, designed by artistic creator Regan Gilflin. The transformation is designed to not only create a memorable toilet experience, but also to reflect the vibrant culture of Margate. Since the mural’s launch, it has been adopted by the local council as a permanent feature.
During the May bank holiday activation, the toilets were filled with products from Duck’s limited edition range with two fragrances – Tropical Level-up and Garden Arcade – and equipped with: a ‘claw crane’ arcade game for visitors to win prizes, which was played over 1,000 times; QR code toilet rolls to access and play Duck’s interactive, mobile-first Toilet Time Arcade game; and toilet attendants appearing in toilet-themed fancy dress to bring the game to life.
Promoting the campaign in their traditional parody roles as TV presenters, comic creators Niall Gray and Imogen Andrews appeared in their first ever branded activation together, sharing Instagram Reels with their 136k audience to amplify the campaign’s reach beyond Margate. Supported by a further two-week paid amplification campaign across the Meta platform, the campaign delivered 3.7 million impressions, 3.6 million Reel plays, over 50,000 engagements and a 14.3% engagement rate – far exceeding industry benchmarks of 1.6%.
Miguel Lourenco, Marketing Director UK at SC Johnson, comments: “Bathroom boredom is a thing of the past with our Toilet Time Arcade game and our limited-edition range of Toilet Cleaners. We wanted to bring that feeling to life by creating Britain’s most fun toilet experience – and where better than Margate, a destination that stands for nostalgia, play and entertainment. We think it deserves a toilet that’s equally as thrilling and joyful.”
Thomas Walters, Europe CEO and co-founder at Billion Dollar Boy adds: “SC Johnson has truly embraced its fun side with the makeover of one of Britain’s most notorious public toilets – creating an eye-catching campaign in the process. Through the creative vision of a range of artistic and comic creators, we were able to capture the vibrancy and fun of the campaign and bring the ‘Breaking Boredom’ message to the streets of Margate and beyond.”
About Billion Dollar Boy
Billion Dollar Boy (BDB) is a global creator agency, using industry-leading tech solutions to deliver integrated, creator-led advertising and end-to-end campaign management.
Founded in 2014 by Edward East, alongside co-founders Thomas Walters and Permele Doyle, Billion Dollar Boy was among the first global influencer agencies and now has offices in London, New York and New Orleans.
Since its inception, BDB has partnered with some of the world’s leading brands – including Heineken, King, Nintendo, PepsiCo and L’Oréal – connecting them with more than 10,000 vetted content creators.
BDB client campaigns have been awarded at the Cannes Lions, Influencer Marketing Awards, Webby Awards, Shortys, The Drum Awards and Adweek.