ELIMINATION OF VIOLENCE AGAINST WOMEN by TBWA\ Dominicana for INDUSNIG

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ELIMINATION OF VIOLENCE AGAINST WOMEN

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Industry Toilet Paper
Media Promo & PR, Case study
Market Dominican Republic
Agency TBWA\ Dominicana
Creative Director Katie Capriles
Art Director Arquimides Salcedo
Released November 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: INDUSNIG
Product/Service: NIVEO TOILET PAPER
Agency: TBWA
Date of First Appearance: Nov 25 2010
Entrant Company: PHD, Santo Domingo, DOMINICAN REPUBLIC
General Manager: Nelly Licairac (PHD)
General Media Director: Doris Reyes (PHD)
Media Director: Carmen Rosario (PHD)
Media Planner: Carla Periche (PHD)
General Manager: Claudia Gomez (TBWA)
Creative Director: Katie Capriles (TBWA)
Copy Writter: Ernesto Matos (TBWA)
Production: Nilka Burgos (TBWA)
Art Director: Arquimides Salcedo (TBWA)
Final Art: Nelsy Guzman (TBWA)
Account Executive: Kirsy Soliman (TBWA)
Media placement: Guerrilla outdoors campaing - Avenues, Malls And Supermarkets, Tv And Radio - November 25th, 2010

Insights, Strategy & the Idea
To transmit and highlight NIVEO’s changes, softness and purity were the main marketing, business and communications objectives.
NIVEO’s targets are middle class house wives, which had the perception that NIVEO was rough and low quality toilet paper.
The toilet paper category is very active with high investment in traditional media, and NIVEO’s budget was very limited.
The relevance of the idea was to made the product its own media communication channel, to have the target feel the changes , softness and purity, characteristics women seek for the selves linked with an important day to all woman and specially to Dominican Society

Creative Execution
Handmade flowers with NIVEO toilet paper were gifted to women in the main avenues, shopping malls and supermarkets in the city of Santo Domingo.
At the same time, bouquet flowers made with NIVEO paper were gifted on air to TV and Radio hostesses in those programs with national coverage and high audience.
During the whole day, TV and radio stations as well as in social networks’ comments about NIVEO’s flowers and its significance in such an important day for our society.

Results and Effectiveness
We reached more than 2,000 direct people and 15% women population nationwide in TV and radio, more than US$20,000 in free press and the investment in media was only US$214.34
The targets who received the flowers were surprise at the product improvement.

NIVEO Top Of Mind increased 10%.

The clients decide to repeat this activation making it part of the brands permanent communication.