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Industry Washing powders & Detergents
Media Direct marketing
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazoo Sato Associate Creative Director
Creative Director Tomoki Harada
Art Director Keisuke Shimizu Tbwa\hakuhodo
Released May 2013

Credits & Description

Advertiser: P&G JAPAN
Category: Special Editions & Promotional Packaging
Advertising campaign: DISHWASHERS ON TRIAL
Strategic Planning Director: Gary Klugman (TBWA Hakuhodo)
Senior Account Executive: Hidemo Onoo (Blue Current Japan)
Experience Designer: Kaname Aratame (TBWA Hakuhodo)
Senior Account Director: Yosuke Tanno (TBWA Hakuhodo)
Creative Director: Tomoki Harada (TBWA Hakuhodo)
Account Executive: Yusuke Seki (TBWA Hakuhodo)
Senior PR Planner: Hiroshi Karino (TBWA Hakuhodo)
Strategic Planning Supervisor: Junko Kiuchi (TBWA Hakuhodo)
Art Director: Keisuke Shimizu (TBWA Hakuhodo)
Account Director: Ken Shinozuka (TBWA Hakuhodo)
Account Executive: Mamiko Hikichi (TBWA Hakuhodo)
Senior Account Executive: Saki Yoshimura (Blue Current Japan)
Executive Creative Director: Kazoo Sato (TBWA Hakuhodo)
Senior Account Manager: Shinobu Nakasato (Blue Current Japan)
CEO: Tetsuya Honda (Blue Current Japan)
Account Executive: Yuka Taguchi (Blue Current Japan)
The creative goal was to be entertaining enough to gain attention to a low involvement category, while at the same time play on the housewife insight that she is “disappointed” with her dishwasher.The idea of putting dishwashers on trial was therefore relevant to the product because it created a forum to demonstrate the superior cleaning benefit while attracting consumer interest and sympathy despite normally low involvement. The unexpected result of “the detergent is the one to blame” also leads the consumer right to our product message. Using a famous, well-liked lawyer also brought familiarity and credibility to the campaign.
The program achieved massive exposure across all media, including several TV news programs, newspapers, magazines and online, earned an ROI of 10 times versus PR spending with USD $3 Million in earned media.Housewives who experienced Joy Gel Tab posted their cheers of “innocent” on the brand’s website, and the judgment, “The Dishwasher is innocent,” created a sensation across blogs and social media.Joy Gel Tab not only reached a new sales record but led dishwasher detergent market growth to +10% vs same period a year earlier. Most of all, dishwashers were once again able to wash dishes.
Client Brief Or Objective
Our task was to develop a promotional campaign to support the launch of Joy Gel Tab dishwasher detergent. In our research, we discovered that nearly 3 million dishwashers were sitting in Japanese kitchens neglected, unused. Consumers had abandoned their dishwashers. So in addition to communicating the product’s superior cleaning performance, we needed to simultaneously regain consumer interest towards the dishwasher category. Our strategy was to shift the blame from the dishwasher to the detergent, then offer consumers a new solution. We aimed to trigger attention by focusing on their high hopes of being ‘freed’ from hand washing dishes.
To prove the dishwasher’s innocence, we put them on trial and we hired a famous lawyer to defend them. The trial, back-story and aftermath were brought to life in a series of viral web movies. During the trial, evidence of Joy Gel Tab’s cleaning performance was used to prove that dishwashers were, in fact, not guilty. Following the movie release, we staged a public trial to announce the product release to the press. The lawyer demonstrated the dishwasher’s effectiveness when using Joy Gel Tab. After the trial we published an editorial ad in a national newspaper touting the dishwasher’s innocence.