DIRTY DISHES by DDB Melbourne for Pz Cussons

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DIRTY DISHES

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Australia
Agency DDB Melbourne
Director Paul Middleditch
Associate Creative Director Jim Mckeown
Executive Creative Director Grant Rutherford
Art Director Ben Green
Copywriter Pat Lennox
Designer Ben Buron-Cooper, Mark White, Mike Mcgill
Producer Peter Masterton
Editor Peter Whitmore - Winning Post
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PZ CUSSONS
Product/Service: MORNING FRESH
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Aug 23 2010
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Executive Creative Director: Grant Rutherford (DDB Group)
Associate Creative Director: Jim McKeown (DDB Group)
Group Creative Director: Nick Cummins (DDB Group)
Group Creative Director: Brendon Guthrie (DDB Group)
Head Of Art: Tim Holmes (DDB Group)
Art Director: Ben Green (DDB Group)
Copywriter: Pat Lennox (DDB Group)
Designer: Mark White (DDB Group)
Designer: Mike McGill (DDB Group)
Designer: Ben Cooper (DDB Group)
Group Business Director: Michael McEwan (DDB Group)
Account Director: Livia Montalto (DDB Group)
Digital Producer: Brianna McMunn (DDB Group)
Agency Producer: Janine Wertheim (DDB Group)
Print Producer: Sarah Tonner (DDB Group)
Director: Paul Middleditch (Plaza Films)
Producer: Peter Masterton (Plaza Films)
Editor: Peter Whitmore (The Editors)
Sound Designer: Dylan Stevens (Risk Sound)
Media placement: Website - Internet - 23/8/2010
Media placement: Banner Ads - Internet - 23/8/2010
Media placement: Viral Films - Internet - 23/8/2010
Media placement: Dirty Quiz - Internet - 23/8/2010
Media placement: Dirty Message - Internet - 23/8/2010
Media placement: Plate/Cup/Bowl - Promotion Redemption - 23/8/2010
Media placement: Dirty Aisle End - Point Of Sale - 23/8/2010
Media placement: Dirty Wobbler - Point Of Sale - 23/8/2010
Media placement: Dirty Demo - In-Store Demonstration - 23/8/2010

Insights, Strategy & the Idea

The dishwashing liquid category had lost its sparkle. With very little marketing support over the past 10 years, it had become a price-discounting battleground. Morning Fresh’s strong performance credentials were being undermined as shoppers muddled their way through the generic on pack claims and fancy fragrances in order to make a purchase decision. And the brand was looking a little old and tired despite being number one.
As the leading brand, Morning Fresh decided it was time to inject some life and interest back into a dull category, reinforcing its performance credentials and giving the women (and some men) something to talk about. The strategy was to put the brand in the hands of consumers, not push itself on them.

Creative Execution
To highlight the dishwashing power of MORNING FRESH, we designed and manufactured a special range of promotional dishes that when submerged in hot water, magically transform from super dirty to super clean in seconds. That is, dirty images normally associated with Chippendale man-calendars to super-clean cut images of perfect men.
We built a website where ladies could order their dishes and promote it via online films. Once there, they could help Officer Shaft personalize a dirty message for a friend, take a Facebook quiz that identified whether they liked their men dirty or clean, watch some naughty films and browse the MORNING FRESH range. In addition we had in store demonstrations at the major supermarket chains and point of sale.
But mostly we let the women of Australia spread the word for us.

Results and Effectiveness
Social media was abuzz with the campaign. Over 1700 people made personalized Dirty Movies they passed on to friends which in turn led them back to the website. The website itself had over 50,000 unique visitors in the first two weeks.
The viral films were watched more than 50,000 times on YouTube. 5,000 dishes are currently in the hands of Australians. The campaign contributed to over 1.6 million MORNING FRESH packs being sold in the first week and this was all achieved with a modest budget of just under $1 million for the campaign.