CHAOS AT HOME by DDB Paris for Rubson

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CHAOS AT HOME

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Direct marketing
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Creative Alexander Kalchev, Siavosh Zabeti
Account Supervisor Xavier Mendiola, Delphine Beer-Gabel, Julie Garguillo, Timothee Desruelles
Released March 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: HENKEL
Product/Service: D.I.Y. PRODUCTS
Agency: DDB PARIS
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.ddbparis-campaignsonline.com/Go/
Executive Creative Director: Alexandre Hervé (DDB)
Creative: Alexander Kalchev (DDB)
Creative: Siavosh Zabeti (DDB)
Account Supervisor: Xavier Mendiola (DDB)
Account Supervisor: Delphine Beer-Gabel (DDB Entertainment)
Account Manager: Paul Ducré (DDB)
Account Manager: Guillaume Cossou (DDB)
Media placement: Video Game Console - In Store - 20/03/2009
Media placement: TV Campaign - TF1, France Télévision, M6, Discovery, W9, BFM, Direct8, E!, ... - 20/03/2009
Media placement: Website - Nintendo Wii - 20/03/2009
Describe the brief/objective of the direct campaign.
In 2009 Henkel launched Rubson GO, their new range of easy-to-use DIY products on the French market.The challenge was to find a new and exciting way to communicate that DIY is now easy and fun and that home repair is accessible to anybody, not only professionals. Our aim was to convert new customers and strengthen the bond that the brand had with the already existing ones. In a market saturated with boring demonstrations, we had to find a way to stand out.
Explain why the creative execution was relevant to the product or service.
By creating the world's first home repair Wii game - we wanted to completely revamp one of the most boring communication segments. The DIY stores hold events and displays where people could try the game. It was also advertised on TV.Also, the Wii allowed us to break into new territories - the people who we were trying to reach, the casual DIY-ers were the same people, who are casual gamers. Secondarily, we created a cultural product that can live on its own and bring revenue to the brand long after the media budget has been spent.The dedicated website presented the products and offered the possibility to pre-order the game. On the Wii box, a flyer advertised the cross promotion between Chaos at home and the Go products.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The desired outcome was to convince people not savvy in home repair that it can be easy and fun.The idea came from the product itself and its method of application, which was identical to using a Nintendo Wiimote. We decided to create a game for the Wii that is the most fun product demonstration ever: “Chaos at home”. We wanted to reach the audience in stores, where the spontaneous purchase decisions are made. That was achieved by placing Wii Demonstration Pods, where people could play the game and test the product.
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 return on investment was amazing for Henkel. After the launch of the game the revenue of the GO range rose by 53%.The GO products got now 1/3rd of market share in their category after only one year of existence!Thanks to the launch of the game Henkel reached a landmark of 100% presence (referencing) in DIY stores and supermarkets.The campaign made Rubson GO one of the most successful launch in Henkel history.So much so that thanks to this success, the launch is now considered as a best practice at Henkel and the game is now going to be adapted for other markets!