WHERE THEY HAVEN'T BEEN BEFORE by OMD Santiago for Clorox

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WHERE THEY HAVEN'T BEEN BEFORE

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released March 2010

Credits & Description

Category: Best Use of Television
Advertiser: CLOROX
Product/Service: ROPA COLOR LAUNDRY DETERGENT
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Media Director: Ines Serrano (OMD)
Planeer: Paola Trias (OMD)
Media Director: Mauricio Abeleida (OMD)
Brand Manager: Alfonso Rinshe (Clorox)
Media placement: Tv Campaing - 1 spot - CHV-Mega-anal 13-Telecanal-TVN - 01/02/2009

Results and Effectiveness
This TV campaign was absolutely innovative and unique. In addition to the traditional campaign in the mass media, it made sales growth of the product increase from 2% (previous month) to 20% (Source: Clorox Chile).

Creative Execution
It’s a known fact that broadcast TV is the media with the widest reach to housewives, our target group. For this reason, we set ourselves up with a difficult task: look for new places and slots on TV where colours could have a clear and long-standing prominence. We took advantage of an idle TV slot that was not being marketed by TV channels: the colour bar image that’s on air from the end of channel broadcasting until the beginning of the next day. We managed to make Clorox Ropa Color (Colour Clothes) the only sponsor during said time slot, thus directly associating the colour quality to the concept “Now colours go where they have never been before”.

Insights, Strategy & the Idea
Inform about the launch of Clorox for colour clothes’ new campaign based on the concept “Now colours go where they have never been before.” Increase sales in a highly competitive category with great activity in the traditional media.