SHINE LIKE NEW by Madison Communication for Ariel

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SHINE LIKE NEW

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released August 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: PROCTER & GAMBLE INDIA
Product/Service: DETERGENT
Agency: MADISON PUBLIC RELATIONS
Chief Executive Officer: Ms Veena Gidwani (Madison Public Relations)
Client Group Manager: Ms Amrita Sadhu (Madison Public Relations)
Manager Creative Cell: Ms Darshana Chitnis (Madison Public Relations)
Senior Account Executive: Ms Aashima Bhalla (Madison Public Relations)
Media placement: DIGITAL PR - TWITTER@MANISHMALHOTRA1 - JUNE 2011
Media placement: CONSUMER PR - NEW WOMAN - AUGUST 2011
Media placement: CONSUMER PR - GOOD HOUSE KEEPING - AUGUST 2011
Media placement: CONSUMER PR - GRIHALAKSHMI - AUGUST 2011
Media placement: CONSUMER PR - SAVVY - AUGUST 2011
Media placement: CONSUMER PR - FILMFARE - SEPTEMBER 2011
Media placement: CONSUMER PR - FEMINA - OCTOBER 2011
Media placement: CONSUMER PR - FEMINA - DECEMBER 2011
Media placement: CONSUMER PR - IBN7 - JULY 2011
Media placement: CONSUMER PR - ZOOM - AUGUST 2011

Summary of the Campaign
Global research by P&G showed women across the world have similar concerns about stains and clothes looking fresh and clean, wash after wash. Indian women are particularly concerned about stubborn stains like tea, gravy, and chocolate on clothes. To address this need, P&G was re-launching Ariel Oxyblu with deep clean technology, offering superior benefits versus competition and keeping clothes shining like new.

Detergents being a low involvement category, our strategy was to demonstrate, Ariel Oxyblu’s proof of performance through a creative linkage between fabric care and fashion - both essentials for discerning women - through actual experience of credible influencers and real consumers

We devised a 360 degrees campaign executed in 3 phases.

1. The expert (celebrated fashion-designer, Manish Malhotra) was challenged to create an ethnic garment collection from fabric washed multiple times with Ariel Oxyblu. This was showcased at the global launch in Dubai, for Indian media giving Indian relevance
2. The expert - now convinced - threw open the challenge to 2 real consumers who took the challenge of wearing 1 garment for 30 consecutive days washed daily with Ariel Oxyblu.
3. The challenge was thrown open to consumers to send in their own ‘shine like new’ stories and get a chance to be featured in the next advertisement.

The campaign resulted in the best market share, business results and record brand awareness in 7 years. It generated editorial media exposures worth US$119,715 with ROI 6:1 and 1000+ consumer testimonials. It took the brand from the washing machines to the ramp.

The Situation
A large population of Indian women, perfectionists with varied accomplishments, innovates and demands results. Regular washing takes the newness of their clothes away. They want best results, but within their budget.

Indian women are also concerned about the removal of certain stains, such as tea, gravy, mud and chocolate that are difficult to remove with the normal washing process, and which, with time, get deeper and tougher. These stains make clothes look old and un-wearable.

The Goal
• Re-launch Ariel Oxyblu, an upgraded product with deep clean technology for deepest ever clean, that keeps clothes shining like new, wash after wash
• Drive trial by consumers

The Strategy
We believed that the best way to convince consumers about the efficacy of the product would be by demonstrating Ariel Oxyblu’s proof of performance through a creative linkage between fashion and fabric care both essentials for discerning women, by showcasing the actual experience of credible influencers and real consumers through women’s magazines, national news channels, mainline dailies and social networking websites.

Execution
1. Manish Malhotra, one of India’s most respected celebrity fashion designers was convinced to get on board to create a line of ethnic garments made from fabric washed multiple times with Ariel Oxyblu, which was showcased to Indian media that participated in the global launch at Dubai, which added an Indian flavour to the global launch.

2. In phase 2, 2 real consumers, took the Ariel Oxyblu Shine Like New challenge in real-time, wearing the same garment for 30 days washed everyday with Ariel Oxyblu. The challenge was announced through print ads in key mainline dailies and 2 consumers were selected through a meticulous evaluation process.

3. In the final phase, the challenge was thrown open to consumers through advertorials requesting them to send in their Shine Like New stories and get a chance to be featured in the next advertisement. Select consumer stories were featured in advertisements in leading women’s magazines.

Documented Results
• The best market share, business results & record brand awareness for in years;
• Print media exposures across the highest reach publications and unprecedented television exposure, with India’s number 1 lifestyle and entertainment channel, Zoom, and IBN 7 – the number 2 national Hindi news channel providing branded and editorial features;
• IBN7, for the first time ever, travelled abroad for a product launch;
• Created exclusive content for zoom TV (India’s number 1 lifestyle and entertainment channel) who were unable to attend the Dubai event. The content included the highlights of the event and an interesting conversation between Indian fashion designer, Manish Malhotra, and New York fashion designer, June Ambrose, at the launch;
• Got 12 full page exposures in leading national high reach high impact magazines;
• Media worth of all editorial exposures was US$119,715;
• ROI = 6:1;
• 1000+ consumer testimonials;