THE FINE ART OF IRONING by 105 for NIBRO

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THE FINE ART OF IRONING

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Netherlands
Agency 105
Copywriter Job Van Oel
Creative Teun Somers
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BOLTON NEDERLAND
Product/Service: NIBRO IRONING SPRAY
Agency: 105
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: 105, Rotterdam, THE NETHERLANDS
Entry URL: http://www.award-entry.net/2010/cannes/nibro/
Creative Strategy Director: Eddy Salfischberger (105 worldwide)
Creative: Teun Somers (105 worldwide)
Client Services Director: Remco Salfischberger (105 worldwide)
Junior Account Manager: Evelyn Smits (105 wordwide)
Junior Creative: Jackelien Beerens (105 worldwide)
Copywriter: Job van Oel (Freelance)
Media placement: Social Media - Twitter, Hyves, Facebook - 13 November 2009
Media placement: Online Advertising - Auction Websites (Ebay, Marktplaats.nl) - 13 November 2009
Media placement: Website - Www.strijkgemak.nl - 13 November 2009
Media placement: Ambient - Message Boards In Supermarkets - 13 November 2009

Results and Effectiveness
Instead of targeting women between 30 and 50, we chose to target everyone that doesn’t have the time to do any ironing. Our approach proved very successful. People browsed the website for an average of four minutes. By doing so, they rekindled a love for ironing and gave ironing one more chance. This led to an increase in sales of 27%. By using contemporary media like Twitter we got rid of the old-fashioned image that was haunting Nibro. With the campaign we made sure the next generation continues ironing, using Nibro products to make the job easier.

Creative Execution
Each time consumers were about to give up on ironing, we showed them how to make ironing fun and easy again. Using the look & feel and tone of voice corresponding with the channel. We posted ads next to ads offering ironing-aid on shopping and auction websites like eBay and Marktplaats. But most effective were our responses to every negative message about ironing on social networks like Facebook, Hyves and Twitter, cheering people up that were down about ironing. All messages led people to strijkgemak.nl (easyironing.nl), a soft-branded platform designed to make ironing easy and fun again. The site contained cheeky instruction videos and fun ironing tips, all easy to share via Twitter, Facebook and Hyves – Holland’s largest social network site. You could even add tips your self. And of course, by browsing the site you found out all there is to know about Nibro products.

Insights, Strategy & the Idea
Nibro produces Easy Ironing Spray, which makes ironing significantly easier. Still, just a handful of people knew of the spray and the brand was perceived as old-fashioned. That’s why Nibro asked us to • Create more awareness for Nibro’s Easy Ironing Spray • Let consumers experience Nibro as a modern day brand • Boost sales of the spray Research showed that more and more people are giving up on ironing, claiming it’s just a waste of time or too much hassle. So how do you get these non-believers to buy ironing spray and even more, prove to them ironing is still relevant and can be fun and easy?