RERUN YOUR FAVOURITES by DDB Buenos Aires for Ayudin

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RERUN YOUR FAVOURITES

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Argentina
Agency DDB Buenos Aires
Executive Creative Director Hernan Jauregui, Pablo Batlle
Creative Director Felipe Vieyra, Walter Ioli
Art Director Lucas Tonet
Copywriter Pablo Herrera - Mariella Rivera - Daniela Lopez
Producer Pablo Banchieri
Account Supervisor Bárbara Blousson
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CLOROX
Product/Service: AYUDÍN LAUNDRY DETERGENT
Agency: DDB ARGENTINA
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://festivalcases.com/reestrenatusfavoritos/case/
Executive Creative Director: Pablo Batlle (DDB Argentina)
Executive Creative Director: Hernán Jauregui (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Creative Director: Felipe Vieyra (DDB Argentina)
Integrated Communications Manager: Agustin Gosende (DDB Argentina)
Digital Director: Ana Fontecoba (DDB Argentina)
Copywriter: Pablo López (DDB Argentina)
Art Director: Lucas Tonet (DDB Argentina)
Web Producer: Alejandro Pereiro (DDB Argentina)
Account Manager: Florencia Pereyra (DDB Argentina)
Account Supervisor: Barbara Blousson (DDB Argentina)
Planner: Ayelen Colombatto (DDB Argentina)
Producer: Pablo Banchieri (DDB Argentina)
Graphic Producer: Wenceslao Tomada (DDB Argentina)
Account Executive: Rocio Ruiz (DDB Argentina)
Media placement: Magazine Content Intervention Special Productions - Susana - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Clarín - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Perfil - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Caras - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Entrecasa - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Para Ti - 23 Oct 2009
Media placement: Magazine Content Intervention Special Productions - Mia - 23 Oct 2009

Results and Effectiveness
• 10% sales increase in Ayudín Ropa • 2,000 visitors to the 10-day exhibit • 750 donated clothes • Share record of the last 3 years, considering actions implemented by category competitors, especially Vanish • 20% increase in households of Ayudín Ropa Cuidado Activo y Ayudín Ropa Colores Vivos • 19% frequency use of Ayudín Ropa Blanca and 15% frequency use increase of Ayudín Ropa Colores Vivos • We designed an action that was aligned to the divisional strategy but was also particular to the Argentinian market

Creative Execution
We designed a special photography and editorial production for each of the seven magazines with greatest circulation. Instead of featuring new fashion collections, we photographed models wearing their favourite clothes, with captions telling the story behind each garment. At the end, the product’s message: reestrená tus favoritos (wear your clothes like it was the first time.) We asked fashion and entertainment celebrities to choose one favourite garment, tell us its story and donate it to a non-profit organisation. Many television shows, magazines and newspapers covered this event. Finally, with these “famous favourites,” we organised an exhibit in the newest shopping mall of the country, connecting fashion and latest trends, where visitors could read the stories behind these clothes, make their donation and confirm, by themselves, the effectiveness of the product. All donations were given to an NGO. This campaign also had POP actions, instore media presence and a website: reestrenatusfavoritos.com

Insights, Strategy & the Idea
Bleach is in every household. We use to clean, we use to disinfect, we use it to bleach. Can we really use it to enhance colours? That was our strategic challenge: convince Ayudín users—synonym of traditional bleach for 45 years—to incorporate the specific additives in Ayudín Ropa in their laundry to enhance garment colours and keep them always radiant. We noticed that women have a very particular behaviour when it comes to their laundry: upon season change, they keep their clothes in bags and boxes, until they wear it again next year. These are their favourite garments and they establish emotional connections with these clothes. Disregarding trends, they use it season after season…except when there’s wear and tear and discolouration. That’s where we decided to stand, using this insight to move our Communications strategy to a new space: fashion.