NEWS: MAN ON THE MOON by Lowe Ginkgo Montevideo for Cif

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Uruguay
Agency Lowe Ginkgo Montevideo
Creative Director Gonzalo Molina
Released March 2010

Credits & Description

Category: Best Use of Print
Advertiser: UNILEVER
Product/Service: CIF
Date of First Appearance: Mar 22 2010
Entrant Company: INITIATIVE URUGUAY, Montevideo, URUGUAY
Account Director: Fernanda Ramos (Initiative)
Media Planner: Alejandra Lluis (Initiative)
Media Planner: Laura Passano (Initiative)
Creative Director: Gonzalo Molina (Initiative)
Account Director: Patricia Román (Lowe Ginkgo)
Account Executive: Victoria Martín (Lowe Ginkgo)
Media placement: Print - El Observador - 22 March 2010

Insights, Strategy & the Idea
The brand had a clear concept to communicate: Cleaning with CIF you can remove even the oldest stains, restoring things to their original form. The challenge was to communicate it in the context of an increasingly heated category. To do so, the brand needed to differentiate itself from the noise, by being there where the competition isn’t and causing an impact by innovation. The insight: An important number of morning shows comment on the news on the newspapers` front page. It’s a way of reaching newspaper readers and TV audience at the same time.

Creative Execution
The brand was present on the front page of one of the most important newspapers in the country, transmitting the campaign insight by using old news. The front page illustrated a hand cleaning a part of it with CIF and, under the news of the day the news of humanity reaching the moon could clearly be seen.

Results and Effectiveness
It was the first time a brand could intervene the front page of a national newspaper, thus causing an impact on readers and good visibility. The front page appeared on the news’ morning edition and the morning magazines of the three open TV channels, which reach a penetration of 80% of Uruguayan homes.