Leach & Weborny: Starched

Credits:

Media Lions 2008
No Award
Best Use of Ambient Media: Large Scale
STARCHED
LEACH AND WEBORNY SERVICES
STARCH AND DRY CLEANERS

Advertising Agency: JWT INDIA, Mumbai, INDIA
Date Of 1st Implementation: 07/11/2007

Agnello Dias JWT - India National Creative Director
Debu Purkayastha JWT - India AVP+ Senior Creative Director
Vistasp Hodiwala JWT - India AVP+ Senior Creative Director
Vinayak Gaikwad JWT - India Creative Director
Tanuja Dias JWT - India Creative Director
Sunder Iyer JWT - India Creative Director
Rohit Redkar JWT - India Photographer

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.

In India, consumers equate starched clothes with smartness—the stronger the starch, the better. Our goal was to communicate the strength of the starch used at the Leach & Weborny chain of dry cleaners.

We chose to demonstrate the product benefit of strong starch by showing banners that were, incredibly enough, held up by a single string. It demonstrated the strength of the starch simply, yet dramatically.
Since most of our target audience starches their clothes to be smart and presentable in office, we lined up these banners on the busiest rush-hour routes so that office-goers see it on the way to work.
Within days of the banners going up, footfalls at Leach & Weborny outlets went up by 47%.