Breeze Excel Washing Detergent: "Torture Test" Direct marketing by LOWE Bangkok

Type Of Entry: Product & Service
Category: Fast Moving Consumer Goods
Title: TORTURE TEST
Advertiser/Client: UNILEVER THAILAND
Product/Service: BREEZE EXCEL WASHING DETERGENT
Advertising Agency, City: LOWE, Bangkok
Country: THAILAND
DM/Advertising Agency, City: LOWE, Bangkok
Country: THAILAND
Credit Details:
Name
Position
Company
Clinton Manson
Regional Creative Director
Lowe Bangkok
Dominic Stallard
Regional Creative Director
Lowe Bangkok
Clinton Manson
Copywriter
Lowe Bangkok
Dominic Stallard
Art Director
Lowe Bangkok
Piyachat Cholasap
SVP Creative Resources
Lowe Bangkok
Brief: Consumers were sceptical about our claim of confidence to 'remove stains in one wash. So mailing and other suppliing activites were needed to prove to consumers that Breeze Excel actually delivered on its promise.
Solution:We mailed a t-shirt wrapped box that contained product sample to selected women's social groups across Thailand (including rural areas where traditional mediums such as TV and press are inside. Instead of finding a free gift on the inside, the actual box was wrapped with the gift. As predicted the postal service ruined the T-shirts. And if the recepients wanted the T-shirt to look as good as new, all they had to do was wash it once with the product sample.
Results:Unlike instore sampling, we could control and to whom we were talking to. As a result this mailere allowed consumers across Thailand to prove the efficiency of this product (and ourselves) by interacting with the product directly. Because of this personal interactive demonstration, word of mouth increased sales and greater brand awareness. Research is being done to use this mailer as part of Unilever case study for succesful intergrated Brand Communication.