Clorox Promo, Case study EASY TO REMOVE STAINS by DDB Dubai

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EASY TO REMOVE STAINS

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market United Arab Emirates
Agency DDB Dubai
Executive Creative Director Shehzad Yunus
Creative Director Makarand Patil, Kartik Aiyar
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: CLOROX INTERNATIONAL COMPANY
Product/Service: DETERGENT
Agency: DDB
Date of First Appearance: Feb 19 2011
Entrant Company: DDB, Dubai, UNITED ARAB EMIRATES
Art Director: Kartik Aiyar (DDB Dubai)
Copywriter: Makarand Patil (DDB Dubai)
Creative Director: Kartik Aiyar (DDB Dubai)
Creative Director: Makarand Patil (DDB Dubai)
Executive Creative Director: Shehzad Yunus (DDB Dubai)
Senior Account Director: Krishnakumar G P (DDB Dubai)
General Manager: Claude G Azrak (Clorox International Company)
Production Manager: Ashish Varghese (DDB Dubai)
Production Assistant: Satish Wilfred (DDB Dubai)
Media placement: Temporary exhibition/Promotion - Lulu Hypermarket Al Barsha, Dubai - 19th February 2011
Insights, Strategy & the Idea
In a category where every brand has promised stain removal, our task was to communicate how easy it is to remove stains with Clorox for Colors, while inducing trials. This, to a hard-to-convince target audience.
Though laundry is primarily her domain, our target audience doesn’t necessarily enjoy it. So we engaged them in an activity that made stain removal fun and memorable, targeting them when they are in the mindset of choosing a brand - at the supermarket.
Creative Execution
We created the most common stains like ink and ketchup with interlocking building blocks and engaged people by allowing them to remove these blocks (and therefore the stains) with their own hands. Thus demonstrating how easy it is to remove stains with Clorox for Colors.
Some of these blocks had a promotion attached that rewarded the people who found them with a free sample.
Results and Effectiveness
Due to its engagement factor, the activation recorded participation from over 600 people in the first four hours alone. This number touched 5000 by the end of the promotion period while double this number chose to be captive audience, resulting in word of mouth, brand awareness and driving people to pick the product from the shelves.