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Industry Cleaning Products, Detergents & Wood protectors
Media Direct marketing
Market Israel
Agency Acw Grey Tel-Aviv
Copywriter Tzlil Sharon, Danny Yagil, Elad Ben-David
Producer Mor Shahar
Photographer Emanuel Kdosh
Account Supervisor Ronny Schwartz
Released December 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: WASHING UP LIQUID
Agency: ACW GREY
Date of First Appearance: Dec 30 2010
Entrant Company: ACW GREY, Tel Aviv, ISRAEL
Chief Creative Officer: Yonatan Stirin (ACW Grey)
Creative Manager: Ziv Meiri (ACW Grey)
Copywriter: Tzlil Sharon (ACW Grey)
Copywriter: elad ben-david (ACW Grey)
Copywriter: Danny Yagil (ACW Grey)
Art: Gali Avidan (ACW Grey)
Photographer: Emanuel Kdosh
Account Manager: Anat Leventon (ACW Grey)
Account Supervisor: Ronny Schwartz (ACW Grey)
Account Executive: Carmel perlman (ACW Grey)
Producer: Mor Shahar (ACW Grey)
Production Company: Paradiso (Paradiso)
Media placement: TVC - Reshet Keshet , Channel 10 ,educational Channel - 31.12.10
Media placement: Pre-Rolls - Nana 10 - 01.2.11
Media placement: Digital - Google Search - 1.2.11
Media placement: Display Campaign - Banners In MSN+Nana 10 - 1.1.11
Media placement: Newspaper - Achbar Hair - 10.2.11

Describe the brief/objective of the direct campaign.
Our objective: to emphasize fairy's mileage superiority. Our target audience were fairy consumers that we wanted to strengthen and deepen our relationship with, and new consumers that we wanted to engage with fairy and its benefits.
The strategy: one bottle of fairy lasts so long; you won’t believe what you can achieve by the time it runs out.

We combined the strategy with a simple consumer insight: many times we make personal resolutions, but fail to accomplish them due to daily tasks.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At selling points fairy representatives printed personal stickers to consumers with their personal resolutions to apply on their fairy bottle. This way they turned the fairy bottle to a time frame and a reminder for their resolutions.
The sales at these selling points almost doubled themselves vs average.
The campaign also included a TV copy, print ad, online banners, prerols and a minisite where consumers wrote their resolutions, saw other people’s resolutions, wrote tips, set milestones and shared their resolutions on facebook.

Explain why the creative execution was relevant to the product or service.
We actually turned the fairy dish washing liquid bottle that you see every day, for a really long time, next to your kitchen sink, into a reminder and motivator for resolutions and personal goals.
So not only that you can get more from every bottle of fairy, but also you to get more out of yourself.

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.
Digital unique users - 12% of fairy's strategic target audience
Digital CTR - index 140 vs avarege
Sales - index 125 vs year ago