TIDE LAUNDRY DETERGENT: BLACK & TIDE MOVIE

Credits:

Advertising Agency: LEO BURNETT MOSCOW, RUSSIA
Date Of 1st Implementation: 09/08/2007
Advertising Agency: LEO BURNETT MOSCOW, RUSSIA

Name Company Position
Mikhail Kudashkin Leo Burnett Moscow Creative Director
Viktor Lander Leo Burnett Moscow Copywriter
Alexandra Scherbovich Leo Burnett Moscow Art Director
Irina Kulikova Leo Burnett Moscow Account Director
Philipp Yakovlev Leo Burnett Moscow Producer

Type of Media Date of 1st Implementation Media Placement
Hypermarket Cinema 09.08.07 Europeisky Hypermarket

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
Dramatise whiteness, as Tide's brand equity, in an authentic and memorable way. Tide was able to connect with its consumers to improve on its imagery attributes.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
If there’s anything white, that’s the white screen in the cinema auditorium. As whiteness is the equity of Tide, we thought that the darkness of the cinema theatre would be an ideal situation to remind our target about the cleaning power of Tide. We shot this ad and placed it in the advertising block so it runs just before the feature.

Show how the media idea travelled across different touch points and successfully reached the target audience.
Special placement in the cinema was attractive, more engaging and captivating to the target audience. Women were captivated by the unique campaign (no-one from the competition has done it before). We generated real stand-out: 40% campaign awareness.

Show how the execution maximised the value of the investment and generated business results
Generated word of mouth and free PR.
85% of interviewees spontaneously named Tide when asked about commercial shown before the movie. It provoked 65% purchase intent, high response on a rather low budget.