Tide: PENETRATING BOOKMARK

Credits:

Advertising Agency: LEO BURNETT MOSCOW, RUSSIA
Date Of 1st Implementation: 01/10/2007
Entrant Company: LEO BURNETT MOSCOW, RUSSIA

Name Company Position
Mikhail Kudashkin Leo Burnett Moscow Creative Director
Arina Avdeeva Leo Burnett Moscow Copywriter
Vera Karpova Leo Burnett Moscow Art Director
Irina Kulikova Leo Burnett Moscow Account Director

Type of Media Date of 1st Implementation Media Placement
Bookshop 1 October 2007 Dom Knigi

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
Women’s “Romance Novel” sections in bookshops are the places where our target audience can be reached in an uncluttered environment, at a relatively low cost.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
We created Tide Bookmarks to be inserted into bestselling Women’s ”Romance Novels”, providing a metaphor for our target to better appreciate the benefits of new Tide cleaning formula that penetrates deep between the layers of fabric and gets rid of the most severely ingrained dirt. Most people keep the bookmark in front of their eyes while reading, so, along with surprising context, long lasting contact allows rising penetration and facilitates conversion.

Show how the media idea travelled across different touch points and successfully reached the target audience.
Special placements in bookshops proved to be attractive, more engaging and captivating to the target audience.

Show how the execution maximised the value of the investment and generated business results
Proved to be cost effective: CPT - $ 3.8; it is more than 4 times lower than in standard Print Magazines: CPT - $16. Generated word of mouth and free PR.