Dash Promo, Case study DASH PROUD SPONSOR OF ITALIAN MUMS by Proximity BBDO Italy

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Italy
Agency Proximity BBDO Italy
Art Director Marija Petrinjac, Davide Di Gennaro
Copywriter Alessandro Lapetina
Released September 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: P&G
Product/Service: DASH
Executive Creative Directors: Stefania Siani/Federico Pepe. (DLVBBDO)
Digital Creative Directors: Emanuele Viora/Massimiliano Bibbo/Andrea Jaccarino (Proximity BBDO)
Deputy Creative Directors: Valentina Amenta/Davide Fiori (DLVBBDO)
Copywriter: Alessandro Lapetina (Proximity BBDO)
Art Director: Marija Petrinjac (Proximity BBDO)
Art Director: Davide Di Gennaro (Proximity BBDO)
Account: Serena Quacquarelli (Proximity BBDO)
Social Media Strategist: Nicola Guarino (Proximity BBDO)
Head Of Planning: Anna Andreis (DLVBBDO)
Account Director: Ilaria Mosca (ProximityBBDO)
Media placement: ... - ... - ...

Insights, Strategy & the Idea
Dash is Italy’s best known washing detergent, and for 40 years it has helped mums with its products. Dash wanted to relaunch his online presence, with a new site and a completely new Facebook page: to do that, we wanted to involve the brand’s major consumers: mums. But as time goes on, we have fewer mums. Today, Italy is the country with the lowest birth rate.
Insight: being a mum in Italy is a tough choice.
We decided to create a campaign to raise awareness around them, starting a conversation about their role and their needs in the contemporary Italian society. So, first we organised an event to support and listen to the needs of the mums, and then, with all the contents created, we expressly launched a Facebook page and a site where these important topics could be discussed with all of them.

Creative Execution
We came to San Gervasio Bresciano, the Italian town with the highest birth rate. Here, we organized an event where we thanked mums for their daily job, we interviewed them to understand their needs, we gave them a helping hand, and finally, we organised a huge party for them and for their kids. We collected a lot of material and video, and we used them to create content for the completely new Dash Facebook page.

Results and Effectiveness
In 6 weeks, we gained 150,000 fans on Facebook, becoming the top ranking page in regard to the engagement rate in Italy But the most important result is that we encouraged Italians to think about and discuss the crucial role of mums in Italian society.