SENSATIONAL WHITENESS! by Optimum Media OMD Moscow for Persil

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SENSATIONAL WHITENESS!

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Russia
Agency Optimum Media OMD Moscow
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: HENKEL GROUP
Product/Service: PERSIL LAUNDRY DETERGENT
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: OPTIMUM MEDIA OMD, Moscow, RUSSIA
Media Group Head: Elena Rodina (Optimum Media OMD)
Special Projects Manager: Elvira Kuptsova (Fuse)
TV/Sponsorship Buying Director: Sergey Ryazaev (Optimum Media Buying)
Media Manager: Ekaterina Alon (Optimum Media OMD)
Media placement: TV Campaign - 125 Spot (Announcements, In-Program Bumpers) - MTV - 01 June 2009
Media placement: Internet - Banner On The Main Page - Web-Site Of Radio Record - 08 June 2009
Media placement: Arena Integration - SKK Arena, St. Petersburg - 12 June 2009

Results and Effectiveness
Leveraging a single event, we made Persil the focus of attention for thousands of young Russians – people who had never given much thought to detergent before. 100,000+ people interacted with Persil on the forum. 25,000 people aged 18-35 bought tickets to Sensation 8,000 people had passes to the Persil-branded Deluxe Zone. Sensation was broadcast live all night on MTV; the Persil = Looking Good message reached across the entire country. TNS data showed a positive trend: Among people aged 18-34: Brand awareness up 9% (Moscow) and 2% (St. Petersburg) Share of people aged 18-34 among Persil users increased by 8% (St. Petersburg)

Creative Execution
International dance event Sensation was coming to St. Petersburg. To enter, you must be dressed in white. And of course, everyone going dancing wants to look good. Perfect! We launched “Sensational Whiteness with Persil at Sensation!” All Sensation communications focused on Russia’s youth – key media were internet and MTV. The Persil message was broadcast alongside Sensation announcements, putting Persil at the centre of youth’s attention. On Sensation's forum people recommended Persil to others – a brand manager’s dream – and even joked that the organisers use Persil to clean the decorations. June 12 was showtime, with Persil’s red logo integrated throughout the all-white arena. Persil’s “Sensational Whiteness” video was broadcast every 20 minutes throughout the arena. The Deluxe Zone was branded Persil. At Sensation Shops, everyone who bought something received a Persil sachet. Persil logos were integrated into the shop design and a Persil video was broadcast in the shops.

Insights, Strategy & the Idea
When young adults leave the nest and become independent, they face new realities, including the need to buy laundry detergent. Persil wanted to become the brand they recognise and choose when instore. Traditionally, Persil’s message speaks to housewives. Persil promises functional (the ultimate in clean, white laundry) and emotional (well-being for myself and my family, relief from housework, confidence) benefits. None of this is particularly relevant to young consumers. Our task was to put Persil into the minds of Russia’s youth. However, we knew that laundry would always be a no-interest subject. Detergent is simply not something young people talk about. We needed to increase relevancy for young adults. Our idea: create a new link in young consumers’ minds: Persil = Looking Good. We looked for an opportunity to seamlessly intertwine “Persil” and “Looking Good” in a territory where young adults would be open to embracing the idea.