EVERY STAIN TELLS A STORY by Lowe Bangkok for Breeze

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EVERY STAIN TELLS A STORY

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Thailand
Agency Lowe Bangkok
Executive Creative Director Dominic Stallard, Clinton Manson
Art Director Noparat Sethpakdee, Kwanhathai Sithikornkul
Copywriter Noparat Sethpakdee, Showtika Somjid, Kwanhathai Sithikornkul
Account Supervisor Aniruddha Deb
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: UNILEVER
Product/Service: BREEZE EXCEL DETERGENT
Agency: LOWE
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Dominic Stallard (Lowe Bangkok)
Chief Creative Officer: Clinton Manson (Lowe Bangkok)
Executive Creative Director: Dominic Stallard (Lowe Bangkok)
Executive Creative Director: Clinton Manson (Lowe Bangkok)
Copywriter: Kwanhathai Sithikornkul (Lowe Bangkok)
Copywriter: Noparat Sethpakdee (Lowe Bangkok)
Copywriter: Showtika Somjid (Lowe Bangkok)
Art Director: Kwanhathai Sithikornkul (Lowe Bangkok)
Art Director: Noparat Sethpakdee (Lowe Bangkok)
Account Supervisor: Aniruddha Deb (Lowe Bangkok)
Planner: Ranjit Jathanna (Lowe Bangkok)
Media placement: Ambience - Bangkok Streets - 23 March 2010

Results and Effectiveness
After an initial trial of rotating 9 messages in areas frequented by shoppers, a nominal increase in market share was gained. This gain was not from traditional washing powder competitors, but from other washing pre-treaters, specifically bleach and soaps. These strategic findings focused the direction of our brand communication, and will now play a significant role in future activation and above-the-line activities.

Creative Execution
In Bangkok, life is lived on the street. It is also where the majority of stains are picked up. What better place to make a detergent relevant to everyday stains than on the actual stained streets? ‘Advertising stains’ were replaced by ‘real stains’; and with transparent adhesive decals placed over existing stains, the medium became the message. Each stain tells a story and Breeze provides the solution. Stains on the street may last a long time, but the stains they cause won’t. The stories involve life-lessons learned by kids which is the global strategy of 'Dirt is Good'.

Insights, Strategy & the Idea
As a market leader, Breeze’s advertising must be as innovative as its product, to ensure that whenever consumers see a tough stain, their immediate, and only response should be “Breeze can remove this stain”. Reinforcing this promise to lapsed users meant that we had to make the cleaning credentials of Breeze real and relevant to them again.