TIDE MAGTTRACTION by Leo Burnett Mumbai for Tide

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TIDE MAGTTRACTION

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Industry Washing powders & Detergents
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Creative Director Amod Dani
Art Director Sadanand Narvekar
Photographer Avadhut Hembade
Account Supervisor Gaurav Lalwani
Illustrator Bhushan Patil
Released December 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE DIRT MAGNETS
Agency: LEO BURNETT INDIA
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
Chief Creative Officer: Kv Sridhar (Leo Burnett India)
Creative Director: Amod Dani (Leo Burnett India)
Art Director: Sadanand Narvekar (Leo Burnett India)
Photographer: Avadhut Hembade (Leo Burnett India)
Account Supervisor: Gaurav Lalwani (Leo Burnett India)
Account Manager: Sharan Sabhachandani (Leo Burnett India)
Account Manager: Pooja Motwani (Leo Burnett India)
Illustrator: Bhushan Patil (Leo Burnett India)
Media placement: Magazine Center-Spread 4 ads - Star Weekly Magazine - 04 Dec 2009
Media placement: Ink - Star Weekly Magazine - 04 Dec 2009
Media placement: Egg - Star Weekly Magazine - 11Dec 2009
Media placement: Coffee - Star Weekly Magazine - 18 Dec 2009
Media placement: Ketchup - Star Weekly Magazine - 25 Dec 2009

Describe the brief/objective of the direct campaign.
Effortless cleaning is one of the key attributes that a consumer looks for in a laundry brand. Numerous qualitative and quantitative researches done on Tier 2-3 cities in India have revealed that an Indian housewife juggles between many chores during her day and thus looks for an easy and effortless solution, within her budget, for her laundry needs. Being a mid tier brand is priced higher than Tier 3 brands that fit in her budget but with the dirt magnets property Tide has a competitive edge as Tide provides speedy and effortless cleaning through the dirt magnets, and hence makes it an overall exciting proposition for the consumer.

Explain why the creative execution was relevant to the product or service.
Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine and store campaign included some magnetized sample packs, and iron filings. The close nature of the interactivity between the people and their experience of pulling away the stain from the garments left them stunned and smiling. This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Brief: The objective of this campaign is to drive Tide’s superior whiteness benefit story by communicating a unique and extremely powerful RTB of dirt magnets.

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 close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling. This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront. The simple act of pulling away the stain left over 40,000 readers with smiling faces. Post the release of the campaign Tide’s value share grew from 8.2% to 9.1% in just a matter of 3 months.