SIGN LANGUAGE by De La Cruz/ DLC San Juan for Dawn

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SIGN LANGUAGE

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Puerto Rico
Agency De La Cruz/ DLC San Juan
Creative Director Sebastian Alvarez Sabio
Art Director Pedro Vergé
Copywriter Daniel Roman
Released March 2010

Credits & Description

Category: Best Use of Television
Advertiser: PROCTER & GAMBLE
Product/Service: DAWN PLUS DISHWASHING LIQUID
Agency: DE LA CRUZ/OGILVY
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: DE LA CRUZ/OGILVY, San Juan, PUERTO RICO
Creative Director: Sebastian Alvarez (De la Cruz/Ogilvy)
Art Director: Pedro Verge (De la Cruz/Ogivly)
Copywriter: Daniel Roman (De la Cruz/Ogilvy)
Planner: Ana Maria Matta (De la Cruz/Ogilvy)
Account Executive: Yanira Otero (De la Cruz/Ogilvy)
Communications Planning Supervisor: Guillermo Rodríguez (Media Wit Carat)
Media placement: Dekocast - TV - 20/03/2010

Results and Effectiveness
After we aired Dawn Dekocast sales increased by 1.5% instantly and the online website had approximately 3,000 hits per week.

Creative Execution
The solution was to create a Dekocast during the weather forecast in which a woman was using sign language to translate what the reporter was saying. But the translator used Dawn Hand Renewal and she loved her hands. This dekocast gave support to a print campaign maximising the reach of the message.

Insights, Strategy & the Idea
The objective was to create buzz and awareness among women from ages 24 to 45 and to let them know that Dawn Hand Renewal is the best option when it comes to washing-up dishes. These women always want to give the best to their families but also like to take care of their beauty. Like Dawn does. Since TV ratings among women are high we wanted to give a breakthrough message in that media.