TARGET by Ogilvy Cape Town for Clorets

TARGET

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Christopher Gotz
Art Director Michael Lees - Rolfe
Copywriter Peri Van Papendorp
Released May 2009

Credits & Description

Category: Point of Sale
Advertiser: CADBURY SOUTH AFRICA
Product/Service: CLORETS ELIMINATOR
Agency: OGILVY CAPE TOWN
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Christopher Gotz (Ogilvy Cape Town)
Art Director: Michael Lees-Rolfe (Ogilvy Cape Town)
Copywriter: Peri van Papendorp (Ogilvy Cape Town)
Business Director: Luca Gallarelli (Ogilvy Cape Town)
Media placement: In-Store Posters - Supermarkets Across Cape Town And Johannesburg. - 15 May 2009

Describe the challenges and key objectives
The challenge was to be noticed in a purchasing environment that is already overly-saturated with branded messages. The key objective was thus to attract the attention of shoppers who were in the process of purchasing foods that could potentially create foul-smelling breath, and make a point at that moment about the ability of Eliminator to target and eliminate the scent of these foodstuffs on one's breath.

Describe the brief from the client
Demonstrate the ability of intense Clorets Eliminator to target and eliminate foodstuffs that create foul-smelling breath.

Describe how you arrived at the final design
We thought the idea of target posters at the end of long supermarket aisles would be an unusual and interesting way of communicating our product's benefit. So we hung these posters in the aisles right next to bad-breath offenders. The concentric circles naturally found in the foodstuffs we chose created the perfect link to the traditional target.

Give some indication of how successful the outcome was in the market
Store owners provided feedback that the posters were clearly being noticed and discussed by shoppers, and even some photographs were taken. Client was so delighted with the impact of the campaign and the increase in sales in those specific stores, that the posters were kept up for two months longer than initially planned.