GET RID OF STAINS by Ars DDB Caracas for Nevex

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GET RID OF STAINS

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Venezuela
Agency Ars DDB Caracas
Creative Director Belinda Tellez, Juan Csernath
Art Director Andy Rodríguez, Marcel Borges
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CLOROX DE VENEZUELA
Product/Service: NEVEX SUPER WHITENER
Agency: ARS DDB
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: ARS DDB, Caracas, VENEZUELA
Brand Manager: Claudia Paludi (Clorox de Venezuela)
Marketing Director: Guillermo Bechar (Clorox de Venezuela)
Vice President Account: Roque Monsalve (ARS DDB)
Acount Executive: Adirana Reimpell (ARS DDB)
Acount Executive: Claudia Do Santos (ARS DDB)
Vice President Creative: Horacio Maggi (ARS DDB)
Vice President Creative: Exequiel Rodríguez (ARS DDB)
Creative Director: Juan Csernath (ARS DDB)
Creative Director: Belinda Tellez (ARS DDB)
Art Director: Marcel Borges (ARS DDB)
Art Director: Andy Rodríguez (ARS DDB)
Media placement: Stickers - Supermarkets - 19/10/2009
Media placement: Stickers - Restaurants & Supermarkets - 15/12/2009
Media placement: Stickers - Coffee Shops & Supermarkets - 28/03/2010

Results and Effectiveness
Nevex sales increased by approximately 26% in those stores near the areas where the activity was executed. Media activities like this one helped maintained Nevex as the number one option in the whiteners product category.

Creative Execution
Street promoters placed Nevex Stain Stickers on people’s clothes without them knowing it. When people removed them, they saw the message on the back: Is this easy to get rid of stains.

Insights, Strategy & the Idea
The objective was to demonstrate that Nevex Super Whitener is the easiest and quickest way to remove stains from clothes, and for Nevex to be the number one option for the target audience. Our target was young housewives who care for the appearance of their families’ clothes as well as their own. They want their garments to always look brand new. They have a close relationship with the brand because they’ve known it since they were little girls. Insight: “Stains that won’t come out.” There is this myth about tough stains that are almost impossible to get rid of, even after multiple washes. Nevex decided to put this belief to rest for once and for all. Consumers had the opportunity to interact and have the experience of easily removing stains from their clothes; just how Nevex Super Whitener would do it?