Surf Excel Design & Branding, Case study, Making of LITTLE BIG FILM MAKERS by Mindshare, Mindshare Mumbai

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding, Case study, Making of
Market India
Agency Mindshare
Director Apoorva Shetty
Agency Mindshare Mumbai
Released July 2011

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: UNILEVER
Product/Service: SURF EXCEL
Principal Partner: Hans Mathews (Mindshare)
Partner Invention: Devendra Deshpande (Mindshare)
Manager - Fab Wash: Deepa Raghuraman (Mindshare)
Manager - Buying: Rama Mahadevan (Mindshare)
Principal Partner/Exchange: Amin Lakhani (Mindshare)
Partner/Exchange: Vinay Hegde (Mindshare)
Senior Director/Invention: Chantal Norton (Mindshare)
Director/Invention: Apoorva Shetty (Mindshare)
Media placement: TV Campaign - Star Vijay - 6 March 2011
Media placement: Press - Hindu, Dinakaran, Dinamalar - 27 March 2011
Media placement: Radio - Hello FM - 27 March 2011
Media placement: Cinema - Infilm reel of 'Chillar Party' film - post censor certificate and before movie - 8 July 2011

Campaign Description
Regional TV in Tamil Nadu (India) is popular, so using this medium to promote the brand made good sense. However, while many brands were being integrated in dance shows, singing competitions and reality shows in Tamil Nadu, the entertainment category was over saturated with copycat formats. To build compelling local engagement with scale we had to come up with something new to grab viewers’ attention. Surf Little Big Film Maker concept was truly a refreshing and different experience for the consumer - Ormax research on programme perception showed that 82% of viewers thought that ‘Surf Little Big Film Maker’ was ‘unlike any other show on TV’.

Surf’s ‘Dirt is Good’ campaign has a long history of encouraging kids to be active, play outside and get into a mess as part of growing up. However, in Tamil Nadu, India, mums didn’t believe it when a big company said ‘Dirt is Good’. Therefore, we needed to connect them with this positioning. We had two insights: Firstly, that the way children play in this state of 72m people has changed. Mums now focus on the belief that children should be allowed to express themselves freely. Secondly, that people in this state love cinema. So we got the millions of children across Tamil Nadu making films about why ‘Dirt is Good’ in a competition that sparked amazing creativity among kids and a massive, new engagement with mums.
We inspired children to write short stories about why ‘Dirt is Good’ for an amazing prize – the winning stories would be made into real movies. We visited 150 schools, which added our competition to the curriculum. Ads on children’s TV encouraged participation while parents were encouraged to support us through radio and newspaper ads. 3 top movie directors agreed to help the winners turn their stories into screenplays, but the kids took the lead on casting, location, costumes, music and filming. Fired by enthusiasm, over 12,000 children wrote touching stories on our theme. The 8 lucky winners worked with famous movie directors to turn their stories into films. The movie-making process was made into 10, 1-hour TV shows for the Star channel, which were watched by 46% of our targets. The winners even had their own red carpet premiere. The films were then bundled as an in-reel pre-film to a popular children’s film, giving the films an all India cinema release.

Surf Excel’s ‘Dirt is good’ advertising consists of ‘slice-of-life’ messages communicating how ‘Dirt’ plays a constructive role in childhood developmental experiences. Though the mums of Tamil Nadu had heard of Surf’s ‘Dirt is Good’ message, they were not truly connecting with this philosophy.
Since regular brand communication was not convincing mums, we invited the children to help us explain in their own unique and honest way why ‘Dirt is Good’ and more than 12,000 children helped Surf Excel to do just that.

Our objective was to create a shift in brand preference. Standard TV advertising had not worked but this engaging idea did.
- The TV series reached 46% of the target group
- Millward Brown dynamic tracking score on ‘Dirt is good’ equity measure improved to 24
- TOM awareness measures went up to 24 from 18
- The ‘Dirt is Good’ equity score went up by 14%
- Mums’ affinity to the brand shot up by 64%
- And we inspired 72% of child viewers to become filmmakers when they grow up