ANOTHER REASON TO CELEBRATE HOLI by Starcom Dubai for Tide

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ANOTHER REASON TO CELEBRATE HOLI

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released February 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Dubai, UNITED ARAB EMIRATES
Media Executive: Raydon D'Souza (Starcom)
Regional Media Director: Dennis D'Souza (Starcom)
Media Manager: Amine Abou Ajram (Starcom)
Human Experience Director: Maya Kanaan (Starcom)
Media placement: TV - 40 Spots - Zee TV - March 1st 2010
Media placement: Radio - 72 Spots, 32 RJ Mentions - 89.1 Radio 4 - March 1st 2010
Media placement: Print - 2 Insertions - Gulf News - March 1st 2010
Media placement: Outdoor Event - Dubai Creek Park - March 5th 2010

Insights, Strategy & the Idea
For generations, TIDE has been a household name in the Arab community but failed to connect with the Hindu population. Hindus represent approximately 15% of the UAE population and after all, everyone loves clean, spotless clothes (Source: International Religious Freedom Report 2007). We needed the perfect platform to voice TIDE’s product benefit, keeping whites white, and shout it out for all Hindus to hear. Enter Holi. Holi is the most anticipated festival in the Hindu calendar that marks the beginning of spring with a celebration of colour. It is a beautiful festival and, luckily for TIDE, a messy one as children and adults splash paint on white clothes. Yes, reckless fun for all but a laundry war waged on mothers. We brought Holi to the UAE and gave Hindus the opportunity to celebrate their homeland festival of colour and not worry about their clothes.

Creative Execution
To connect with the Hindu population, we ventured into the heart of the community, the old town of Dubai and created a Holi celebration that attracted the masses to Dubai Creek Park. Children were dressed in gleaming white garments and armed with water guns filled with paint to soak each other in colour. Adults were treated to music and everybody danced as their clothes transformed from white to rainbow. Awareness for TIDE’s Holi party was generated through TV, print and radio ads. However, the ultimate goal was to link the TIDE brand to superior cleaning for the Hindu consumer. To achieve this, after the paint was thrown and the garments were dripping in colour, we cleaned the park and returned the clothes to their former, spotless glory. All Hindus saw firsthand the power of TIDE even in the messiest moments.

Results and Effectiveness
The results were full of colour as the Hindu community embraced TIDE and attended the event by the thousands —3,500 people, over 75% more than expected. Sales indexed 109 in April ’10 vs. March ’10 (Source: AC Nielsen MEMRB Monthly Retail tracking AP) and PR generated value worth USD 250,000 across TV, print and online channels (Statex IPSOS). In addition, 2,000 samples of TIDE were distributed (Source: TIDE Marketing team, AP). Best of all, TIDE showed it could bring colour to people’s whites. And then restore them.