EVOLUTION OF WASHING by By Invite Only, The Jupiter Drawing Room South Africa for Skip

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EVOLUTION OF WASHING

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market South Africa
Agency By Invite Only
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Copywriter Brett Netherton
Designer Talyn Perdikis
Released August 2011

Credits & Description

Category: Environmental PR
Advertiser: UNILEVER
Product/Service: SKIP LIQUID DETERGENT
Agency: THE JUPITER DRAWING ROOM
Agency: BY INVITE ONLY
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room (South Africa))
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room (South Africa))
Designer: Talyn Perdikis (The Jupiter Drawing Room (South Africa))
Copywriter: Brett Netherton (The Jupiter Drawing Room (South Africa))
Art Buyer: Julie Gardiner (The Jupiter Drawing Room (South Africa))
Account Manager: Samantha Milne (The Jupiter Drawing Room (South Africa))
Production Manager: Di Fraser (The Jupiter Drawing Room (South Africa))
Media placement: Laundry Delicates Bag Invite - Hand Delivered To Fashion Bloggers - 1 August 2011
Media placement: Skip Installation - V&A Waterfront - 25 August– 15 September 2011
Media placement: Launch Event Decor / Collateral - V&A Waterfront - 25 August 2011
Media placement: Media Gifts / Giveaways - V&A Waterfront - 25 August 2011
Media placement: Resultant PR - Various - August Onwards

Summary of the Campaign
Skip is a familiar detergent in our market, but the new version is more biodegradable and comes in a recyclable bottle. We had to get fashionistas talking about the new formulation. Through a job-creation scheme we transformed old Skip detergent bottles into 750 waterlilies, 50 fish, 300 dragonflies and 1,500 seagulls. We then used them to create a unique installation in the country's leading shopping mall. From a 4-metre tall washing machine, the recycled bottle creatures soared past upmarket boutiques like Mango and Gucci.
To get fashion journalists to the launch event, we first sent an email to 'save the date'. Positive RSVPs received a formal invitation of a delicates laundry bag containing a must-have snood (half scarf, half hood) and the printed invite.

At the cocktail event, all food and decor was themed around flowers, natural fabrics, and the environment. The singer and hostesses, for example, were accessorised with re-created bottle headpieces.

We prompted social media commentary with plasma screen Twitter feeds positioned around the event. As guests arrived, they immediately began posting pictures of the installation to their blogs and sites.

As the journalists left, they were given a laundry bag gift together with sample bottles. Most important though, was a clothes-peg USB memory stick. This contained product press releases, but also up-to-the minute photographs for fashion, social and design blogs, websites and press articles.

The Situation
Worldwide, there are 125bn laundry washes every year. Using a concentrated liquid detergent would be like taking a million cars off the road. So, though Skip is a familiar detergent in our country the new version is more biodegradable and comes in a recyclable bottle.

The Goal
Our brief was to launch the new Skip liquid detergent in a way that gained as much PR as possible and thus increase sales in the higher LSM categories.

Our primary market was fashion journalists, couturiers and bloggers. These opinion leaders would help spread our message from the very beginning.

Our second market was up-market fashionistas and chic women. They’d be shopping at leading boutiques like Mango, Gucci and Louis Vuitton. This area of our country’s leading shopping mall is colloquially known as 'millionaire’s row'. That’s where we put our installation.

The Strategy
First task was to identify the location of the installation. The country’s leading shopping centre was selected on the basis of target market, pedestrian traffic and a 'shopper mindset'. Within the mall we selected a location that offered unique views from various points throughout the mall, but most importantly allowed us to 'stretch' our installation down the mall's famous luxury wing.

Second was to identify leading fashion journalists and bloggers.

The third consideration was how to give the journalists and bloggers the material to disseminate.

And fourth, that all materials, printing and collateral should be as eco- or socially-conscious as the product itself and still relevant to the washing category.

Execution
Through a job-creation scheme we transformed old Skip bottles into hundreds of waterlilies, fish, dragonflies and seagulls. We then used them to create a unique installation in the country's leading shopping mall.

We then invited the fashion elite with a formal invitation to the launch of the installation: a delicates washing bag, fashionable snood, and printed invitation - all re-usable items or printed with eco-friendly standards.

At the event, all touch points dramatized our message of caring for your clothes - and nature - from the decor and food, to the hostesses who were accessorised with re-created bottles head and shoulder pieces.

We prompted social media commentary with plasma screen twitter feeds positioned around the event. As guests arrived, they immediately began posting pictures of the installation to their blogs and sites.

Guests left with a laundry bag with clothes peg flash-drive. This contained press releases and further up-to-the-minute pictures.

Documented Results
• The client got a 4 times return investment, based on accepted PR evaluation rates.
• By popular demand from the public and the tenants of the shopping mall, the mall doubled the installation's contract period – at no extra cost!
• The Skip installation achieved extensive national TV and online exposure, including the country's most viewed morning breakfast show.
• Exposure extended beyond just fashion, decor, and lifestyle blogs to social, design, and ecology sites.