Breeze DM THE SOLUTION by Lowe Singapore

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THE SOLUTION

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Industry Washing powders & Detergents
Media Direct marketing
Market Singapore
Agency Lowe Singapore
Art Director Luke Tay, Loh Siow Khian
Copywriter Joy Chen
Photographer Adrian Loh Of Shutterbug
Released April 2012

Credits & Description

Category: Dimensional Mailing
Advertiser: UNILEVER
Product/Service: BREEZE LIQUID DETERGENT
Agency: LOWE SINGAPORE
Chief Creative Officer/Executive Creative Director: Dominic Stallard (Lowe Singapore)
Art Director: Luke Tay (Lowe Singapore)
Art Director: Loh Siow Khian (Lowe Singapore)
Copywriter: Joy Chen (Lowe Singapore)
Photographer: Adrian Loh (Shutter Bug)
Account Manager: Khatkhanang Chavalitsakulchai (Lowe Singapore)
Planner: Ranjit Jathanna (Lowe Singapore)
: Sripijit Lerlop
Media placement: Sampling Kit - Direct Mail - 27 APRIL 2012

Describe the brief/objective of the direct campaign.
Every washing detergent brand has been saying pretty much the same thing for decades - 'We remove stains', so our challenge was to find an innovative and memorable way of getting consumers to actually try the product, and see for themselves that Breeze removes tough stains.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to convince lapsed users that Breeze delivers on its promise of removing the toughest stains, we devised an interactive sampling activity. The mailer contained a challenging wire puzzle that required them to remove the ‘stain’ from the ‘T-shirt’. When looking for the solution, they found a sample pack of Breeze, and under it, an illustrated diagram of how to solve the puzzle.

Explain why the creative execution was relevant to the product or service.
At a time when consumers have become numb to traditional advertising, the stain puzzle was an interesting way to show consumers this benefit and set Breeze apart from its competitors. The difficulty of removing the stain until finding the solution under the sample increased the likelihood of using its contents, leading to possible conversion.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Initial results indicate that the majority of consumers who received the mailer show high spontaneous recall. And the mailer has led them to visit and ‘like’ the Thailand 'Dirt is Good' site. Many have posted comments about the mailer, and allowed us to start a 2-way conversation. Due to its initial success rate, Unilever is considering implementing this affordable and interactive sampling activity across a much wider audience.