B&W MARIE CLAIRE by The Jupiter Drawing Room South Africa for Skip

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B&W MARIE CLAIRE

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Yumna Sadan
Copywriter Nico Du Toit, Shameema Davids
Photographer Bryan Traylor
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: UNILEVER
Product/Service: SKIP WASHING POWDER
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Oct 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Art Director: Yumna Sadan (The Jupiter Drawing Room South Africa)
Copywriter: Shameema Davids (The Jupiter Drawing Room South Africa)
Copywriter: Nico du Toit (The Jupiter Drawing Room South Africa)
Account Director: Samantha Milne (The Jupiter Drawing Room South Africa)
Production Manager: Imraan Abader (The Jupiter Drawing Room South Africa)
Art Buyer: Julie Gardiner (The Jupiter Drawing Room South Africa)
Photographer: Bryan Traylor
Media placement: Instore Promo - Instore - 17 September 2010

Insights, Strategy & the Idea
Skip Washing Powder (Unilever) introduced two innovative products to their range of washing powders. Skip Intelligent White for white and light clothing and Skip Intelligent Black for black and dark clothing. The brief was to position the Skip Intelligent range as the choice for well-dressed woman who love what they wear and want to look after their wardrobe. It was important to introduce them to the new Skip Black and White variants.
Our solution was to partner with Marie Claire magazine to develop a “Skip Black and White Issue”. We felt this publication was the perfect media match. Aligning the brand with Marie Claire was a snug fit for fashionistas who love what they wear. The communication was focused and relevant in the minds of target prospects who were both interested in fashion and in caring for their garments.

Creative Execution
We worked closely with Marie Claire magazine and negotiated that the cover model be dressed to suit our Black and White theme, we also developed a dustcover for the magazine which worked synergistically with the cover image to communicate the various powder variants. Within the main body, we liaised with the editorial team and negotiated the inclusion of black and white editorial pages, and features to further authenticate the black and white issue and extend the concept into the body of the magazine itself. To our knowledge the first time a fashion magazine has partnered with a brand to such an extent. The Skip Marie Claire Black and White issue was given away at malls. Consumers simply had to purchase a 1kg of Skip Black or Skip White and hand their receipt to one of the promotional staff to receive a free copy of Marie Claire.

Results and Effectiveness
This activation proved extremely popular, giving away a Marie Claire was just the incentive to get fashionable women to try the new Skip variants. The print run for Marie Claire in South Africa was increased by an astounding 25% in anticipation of the demand due to the partnership with Skip. The issue was featured on various blog sites and the entire print run was sold out. As for sales, one of South Africa’s biggest supermarket chains posted a 300% increase in sales of Skip over the promotional period. The Skip Marie Claire issue has become quite the collector’s item.