EXPERIENCE THE COLOUR by OMD Bogota for Clorox

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EXPERIENCE THE COLOUR

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Colombia
Agency OMD Bogota
Released April 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: CLOROX
Product/Service: ROPA COLOR LAUNDRY DETERGENT
Date of First Appearance: Apr 23 2009 12:00AM
Entrant Company: OMD COLOMBIA, Bogotá, COLOMBIA
Director of Innovation: Katty Fuquen (OMD Colombia)
Account Executive: Angie Ocampo (OMD Colombia)
Strategy Manager: Carlos Payares (OMD Colombia)
Director of Innovation: Maria Mercedes Mora (OMD Colombia)
Executive: Ines Elvira Lince (Fucsia Magazine)
Photography: Efrén Isaza (Fucsia Magazine)
Production Director: Orlando González (Fucsia Magazine)
Media placement: Clorox Fibre Ad - Ref. Yellow - Fucsia Magazine - 15/04/2009
Media placement: Clorox Fibre Ad - Ref. Green - Fucsia Magazine - 15/04/2009
Media placement: Clorox Fibre Ad - Ref. Orange - Fucsia Magazine - 15/04/2009
Media placement: Clorox Fashion Section - Fucsia Magazine - 15/04/2009

Results and Effectiveness
Sales and awareness response surpassed initial goals. Brand awareness and sales presented unusual peaks proving accountability of this magazine implementation. Sales rapidly increased achieving 31% SOM in the first month. The brand also achieved an impressive growth in the traditional channel (90%) as well as in retail at 171% throughout the 6 months of campaign. Finally, brand awareness passed from 44% to 52% along the same period. For the first time, a real fibre ad was included in a fashion & lifestyle magazine, overcoming all kinds of production and budget constraints.

Creative Execution
Knowing that housewives are faithful to fashion trends and by using the product’s promise “Lively and radiant colours in clothes even after laundry” we created a trend fashion section in Fucsia (one of the most important fashion & lifestyle magazines) preceded by a one-page non-conventional fibre ad, exalting colour and proving brand’s concern for clothes. This media application allowed us to deliver our consumers a tangible evidence of Clorox’s benefits as well as to be involved in the editorial content of such magazine and gain relevance among the readers.

Insights, Strategy & the Idea
Clorox Ropa Color is the specialised detergent for coloured clothes. This product has been in the Colombian market acting as the leader since 2005. In the last year the main competitor registered 2-digits growth jeopardising Clorox's leadership in the segment. In April 2009 Clorox wanted to reverse its competitors' growing trend by reconnecting with housewives. The communication goal was to reinforce main benefit of the product: make the clothes' colours last longer after laundry. Our consumers think that “seeing is believing”. For them the demonstration of the product’s effectiveness is quite important, especially on laundry matters since they not only pretend to clean clothes but also to preserve them as new and fashionable as when they were new. As a result of the campaign the brand had to deliver a challenging 3 points of growth in SOM in order to achieve 29%.