DASH PROUD SPONSOR OR ITALIAN MUMS by Peliti Associati, Proximity BBDO Italy for Dash

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DASH PROUD SPONSOR OR ITALIAN MUMS

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

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: P&G
Product/Service: DASH
Agency: PROXIMITY ITALIA
Agency: PELITI ASSOCIATI
Executive Creative Directors: Stefania Siani/Federico Pepe. (DLV BBDO)
Deputy Creative Directors: Valentina Amenta/Davide Fiori (Proximity BBDO)
Digital Creative Directors: Emanuele Viora/Massimiliano Bibbo/Andrea Jaccarino (Proximity BBDO)
Copywriter: Alessandro Lapetina (Proximity BBDO)
Art Director: Marija Petrinjac/Davide Di Gennaro (Proximity BBDO)
Account Director: Ilaria Mosca (Proximity BBDO)
Acoount: Serena Quacquarelli (Proximity BBDO)
Social Media Strategist: Nicola Guarino (Proximity BBDO)
Head Of Planning: Anna Andreis (DLV BBDO)
Media placement: ... - ... - ...
Summary of the Campaign
Dash is Italy’s best known washing detergent, and for 40 years it has helped mums with products that simplify their lives. But as time goes on, we have fewer and fewer mums. Today, Italy is the country with the lowest birth rate, because being a mum in Italy is a tough choice. We wanted to create a campaign not only to support all Italian mums, but that could also raise awareness around their role, starting a conversation with them about their role in our society.
To do that, we came to San Gervasio Bresciano, the town with the highest birth rate in Italy, and we created an event to thank, support and help all the mums. We also interviewed them, listening to and collecting all their thoughts and their needs. With all the materials collected, we launched a new site and a new Facebook page, starting the conversation with all the Italian mums about their role and their needs in the contemporary Italian society. The results? In 6 weeks, we gained 150,000 fans on Facebook becoming the top ranking page with regard to the engagement rate in Italy: real mums that came to our page to share their opinions and thoughts not only about the products, but especially about the importance and the privilege of being a mum in Italy nowadays.
The Situation
We want to re-launch the online presence of Dash, involving one of the biggest consumer groups of their products: the Italian mums. Italy is usually considered the country where mums are the most important and adored human beings in society; however, the reality is that being a mum in Italy is getting more difficult every day, also thanks to the scarce presence of social institutions, i.e.:
- The lack of a serious birth education program
- Limited support for families (only 1,4% of expenses is addressed to family policies)
The Goal
We want to start a conversation about the role of mums in contemporary Italian society, raising awareness around their importance and their needs, proving them that we can stand by their side.
The Strategy
We took a symbol of the current scenario, an exception in Italian society, to start a debate around the mums’ situation and give them factual support, a starting point that permitted us to:
- Establish a real connection with the mums,
- Provide a concrete help related to concrete needs
- Put the focus on their life as a mirror of Italian mums lives
Execution
We came to San Gervasio Bresciano, the Italian town with the highest birth rate. Here, we organised 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.
Documented Results
In 6 weeks, we gained 150,000 fans on Facebook, becoming the top ranking page in regard to the engagement rate in Italy. We got widespread press coverage from blogs, portals and newspaper, including Yahoo!news, alfemminile.com, Libero, Bebefacile, Bsnews, Diredonna and many others sites that treat the topic of mums. But the most important result is that we encouraged Italians to think about and discuss the crucial role of mums in Italian society.