Mizmor Promo, Case study TABLE OF CLOTH by J. Walter Thompson Singapore

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TABLE OF CLOTH

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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Valerie Cheng
Creative Director Parixit Bhattacharya
Art Director Elrid Carvalho, Karan Dang, Prashant Bhor
Producer Wan Chan
Photographer Nilesh Kakade
Released February 2012

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: MIZMOR
Product/Service: FAULTLESS FABRIC STARCH
Agency: JWT SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Chief Creative Officer: Jun Fukawa (JWT Singapore)
Executive Creative Director: Valerie Cheng (JWT Singapore)
Creative Director: Parixit Bhattacharya (JWT Singapore)
Senior Copywriter: Elrid Carvalho (JWT Singapore)
Art Director: Karan Dang (JWT Singapore)
Art Director: Prashant Bhor (Independent)
Art Director: Elrid Carvalho (JWT Singapore)
Senior Account Manager: Jaslyn Choong (JWT Singapore)
Producer: Wan Chan (A Pixel)
Photographer: Nilesh Kakade (Freelance)
Table Designer: Atul Ashok Pargaonkar (Freelance)
Account Manager: Alan Leong (JWT Singapore)
Media placement: Display Unit - Harbe-Yoter Supermarket - 12 February 2012

Insights, Strategy & the Idea
Faultless Heavy Starch has an intensively professional formula that guarantees a crisp finish. But, in Singapore, an umpteen number of starch brands exist and they all offer similar benefits. Our client wanted to demonstrate to its consumers the benefits of using Faultless Heavy Starch.
Since fabric starch is a low-involvement category with very few brand-loyal customers, we decided that the best time to deliver our message was when the consumers were in the store shopping for starch.
We decided to create a special in-store display that would demonstrate the products USP.

Creative Execution

To demonstrate the USP of the product, we created special display units in the form of fibreglass table structures, which resembles starched table clothes so strong that it can hold up on its own.

These special tables were placed within Harbe-Yoter outlets across Singapore right next to various other starch brands. A simple message at the bottom of the tables read – "Super strong fabric starch" further reinforced the promise of Faultless Heavy Starch.

Results and Effectiveness
With a sales target of 15%, we met our goal within the first month itself. And reached a 23% increase by the end of the second.