Innovetelle DM COOL CUBE INSTALLATION by Publicis JimenezBasic

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Industry Hygiene & Personal Care Products
Media Direct marketing
Market Philippines
Agency Publicis JimenezBasic
Executive Creative Director Don Sevilla Iii
Art Director Kulas Abrenilla
Copywriter Gabi Espaldon
Account Supervisor Sam Ilingan
Released October 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: HYGIENE
Date of First Appearance: Oct 1 2010
Executive Creative Director: Don Sevilla III (Publicis Jimenezbasic)
Art Director: Kulas Abrenilla (Publicis Jimenezbasic)
Copywriter: Gabi Espaldon (Publicis Jimenezbasic)
Accounts: Chinky Veloso (Publicis Jimenezbasic)
Group Account Director: Marlen Meneses (Publicis Jimenezbasic)
Account Supervisor: Sam Ilingan (Publicis Jimenezbasic)
Business Unit Director: Alex Castro (Publicis Jimenezbasic)

Describe the brief/objective of the direct campaign.
Get more women to use pH Care Cool Wind, a feminine wash with a cooling effect.

Target audience
New customers, more specifically women who used soap and other brands of feminine wash.

The strategy was to position pH Care as something that did more than just clean– we had to convince women it was the only feminine wash that could give a tangible cooling sensation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We built the pH Care Cool Cube, a giant cube that housed a special air conditioner turned to full blast. Without telling women what was inside, we dared them to stick their hands into the cube’s openings. These had slits made of rubber, hiding what was inside, but easy enough to penetrate.

An unexpected number of women, both current and new users, dared to experience the cube. Once they did, a jet of cold air would hit their hand, simulating the feeling of washing with our product. And as a reward, participants could feel around for free sachets of pH Care.

Explain why the creative execution was relevant to the product or service.
Filipino women don’t really discuss feminine hygiene, much less use it in public. Leaving this curious contraption in malls was a fresh way to get our audience interested in the product, give them a way to experience it and give them samples to try at home.
Without being offensive to the Filipino woman’s sensibilities, the pH Care Cool Cube let women feel a sensation that was meant for their private parts. It was the perfect way to re-introduce a tried and tested brand to the conservative Filipina, this time with a variant that had a bit of bite.

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.
The Cool Cube sold a total of 1,190 bottles and sent a total of 47,000 sachets home. These sales figures for mall stores were X% higher for the duration of the Cube installation. The Cube contributed to the 49.9% of feminine wash market share in 2010, a 5% increase from the previous year’s.