Tide: Сияющая белизна

Credits:

Advertising Agency: LEO BURNETT MOSCOW, RUSSIA
Date Of 1st Implementation: 15/02/2008
Entrant Company: LEO BURNETT MOSCOW, RUSSIA

Name Company Position
Mikhail Kudashkin Leo Burnett Moscow Creative Director
Alexandra Scherbovich Leo Burnett Moscow Art Director
Irina Kulikova Leo Burnett Moscow Account Director
Yaroslava Savel`eva Leo Burnett Moscow Account Superviser
Polina Bogatyreva-Maguire and Viktor Lander Leo Burnett Moscow Copywriters

Type of Media Date of 1st Implementation Media Placement
Floor Sticker 15 February 2008 Ramstore

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 brand equity, in an authentic and memorable way.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
In many shopping malls there are circular lamps built into the floor; a totally useless thing, if you ask us. Who'd thought that it would take a mere sticker to turn it into catchy reminder of the cleaning powers of Tide for washing machines?

Show how the media idea travelled across different touch points and successfully reached the target audience.
Rejuvenated whiteness as Tide brand equity for our target audience in point of purchase areas, Tide was able to connect with its target audience to improve on its imagery attributes.

Show how the execution maximised the value of the investment and generated business results
Generated word of mouth + free PR; provoked 60% purchase intent, produced ample response for low budget.