Off! Promo SLAP CLAP by Candid Marketing

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Industry Insecticides
Media Promo & PR
Market India
Agency Candid Marketing
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SC JOHNSON
Date of First Appearance: Feb 6 2010 12:00AM
Entrant Company: CANDID MARKETING, Mumbai, INDIA
Vice President: Amrita Kumar (Candid)
Media placement: Experiential Marketing - Malls, Parks and Beaches - 6th February, 2010

Describe the objective of the promotion.
The Indian market for mosquito repellents is dominated by indoor usage spray and fume based repellents. The objective of the promotion was to launch a mosquito repellent lotion which can be applied anytime and anywhere, especially outdoors. We wanted to bring to mind that mosquitoes pretty much bite everywhere and this product can help you prevent that.

Describe how the promotion developed from concept to implementation
The idea lay in an insight about the way we behave around mosquitoes. We get into a slapping-clapping frenzy. So we decided to put together a troupe of 5 artists and create music exclusively of slaps and claps. The 'slap-clap orchestra' would visit crowded locations like beaches, parks, shopping malls and randomly start playing their act. The best part of this exercise was that it communicated to an audience which speaks and understands only one or two of the 29 different Indian languages in a language that was universal. A language called 'slap-clap'.

Describe the success of the promotion with both client and consumer including some quantifiable results
Slap-clap became an instant hit. There were reports that people were more engrossed with the slap-clap promotion than another parallel promotion for an Indian movie with visiting superstars inside the same shopping complex. Over 14000 samples of OFF were voluntarily picked up and applied by an enthusiastic audience.

Explain why the method of promotion was most relevant to the product or service
Slap-clap managed to create buzz for a product category perceived to be extremely mundane and boring by the consumer. It was a new product in an already crowded market, so it was crucial to present the offering in a refreshingly new and fresh manner. The promotion literally substantiates the age old proverb "actions speak louder than words".