MOM, I NEVER TOLD YOU THIS BUT... by DDB Buenos Aires for Clorox

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MOM, I NEVER TOLD YOU THIS BUT...

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Industry Cleaning Products, Detergents & Wood protectors, Washing powders & Detergents
Media Direct marketing
Market Argentina
Agency DDB Buenos Aires
Executive Creative Director Hernan Jauregui, Pablo Batlle
Creative Director Felipe Vieyra, Walter Ioli
Art Director Lucas Tonet
Copywriter Pablo Herrera - Mariella Rivera - Daniela Lopez
Released October 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: CLOROX
Product/Service: CLEANING PRODUCTS
Agency: DDB ARGENTINA
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://nuncatelodijepero.com/case/
Executive Creative Director: Hernán Jauregui (DDB Argentina)
Executive Creative Director: Pablo Batlle (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Creative Director: Felipe Vieyra (DDB Argentina)
Digital Director: Agustín Gosende (DDB Argentina)
Digital Executive Producer: Ana Fontecoba (DDB Argentina)
Copywriter: Pablo López (DDB Argentina)
Art Director: Lucas Tonet (DDB Argentina)
Regional Account Grouper: Florencia Pereyra (DDB Argentina)
Account Director: Bárbara Blousson (DDB Argentina)
Planner: Ayelen Colombatto (DDB Argentina)
Account Executive: Rocio Ruiz (DDB Argentina)
Media placement: Website - Www.nuncatelodijepero.com - 7 Oct 2009
Media placement: E-Mail - Unbranded Message Sent To Client's Database - 7 Oct 2009
Media placement: Web Forums - Unbranded Post In Taringa - 11 Oct 2009
Media placement: Blog Network - Unbranded Posts - 12 Oct 2009
Media placement: E-Mail - Personalizaded Message Received By The Moms - 14 Oct 2009
Media placement: Website - Personalizaded Video Message From Their Sons - 14 Oct 2009
Media placement: Print Ad - Clarin Newspaper - 14 Oct 2009
Media placement: Press & PR - Postings - 17 Oct 2009
Media placement: Banners - Published After Mother's Day - 15 Oct 2009

Describe the brief/objective of the direct campaign.
As the leader brand in disinfection and home cleaning, Ayudín had to be present on Mother’s Day. The brand is part of the every day lives of thousands of households and simply, couldn’t be absent on this special day. The objective of the promotion was to reinforce the bond between mothers and their daughters/sons. The target audience was drawn from both existing and new customers.

Explain why the creative execution was relevant to the product or service.
Designing the website provided the perfect platform for sons and daughters to send their confessions to their mothers in any of the mediums they had chosen: a written email or a video. They could also share their declaration with their contacts. The website was perfect for the brand to create a dynamic and engaging platform for sons and daughters to connect with their mothers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Because Ayudín knows its target and knows what they want, we transformed the brand into a facilitator of affection between mothers and their children. We realised that only sons and daughters could wish their mothers Happy Mother’s Day. That’s why we wanted to create a new way for them to their moms “happy mother’s day” their own way. An adventure—something that she never knew about. We created a website, www.manuncatelodije.com, where people could write or upload their video confession. To encourage participation, we: created non-traditional marketing actions on radio; sent e-mails to consumers; published on social networks, among others.

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.
RESPONSE RATE • 15,000 ORIGINAL VISITS IN 10 DAYS • 700 MESSAGES SENT • 3 MINUTES—AVERAGE STAY • 61,536 YOUTUBE HITS