DIRTY DISHES by DDB Melbourne for Pz Cussons

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DIRTY DISHES

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Industry Cleaning Products, Detergents & Wood protectors, Washing powders & Detergents
Media Promo & PR
Market Australia
Agency DDB Melbourne
Director Paul Middleditch
Associate Creative Director Jim Mckeown
Executive Creative Director Grant Rutherford
Art Director Ben Green
Copywriter Pat Lennox
Designer Ben Buron-Cooper, Mark White, Mike Mcgill
Producer Peter Masterton
Editor Peter Whitmore - Winning Post
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PZ CUSSONS
Product/Service: DISHWASHING LIQUID
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Aug 23 2010
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Associate Creative Director: Jim McKeown (DDB Group Melbourne)
Group Creative Director: Nick Cummins (DDB Group Melbourne)
Group Creative Director: Brendon Guthrie (DDB Group Melbourne)
Head of Art: Tim Holmes (DDB Group Melbourne)
Art Director: Ben Green (DDB Group Melbourne)
Copywriter: Pat Lennox (DDB Group Melbourne)
Designer: Mark White (DDB Group Melbourne)
Designer: Mike McGill (DDB Group Melbourne)
Designer: Ben Cooper (DDB Group Melbourne)
Group Business Director: Michael McEwan (DDB Group Melbourne)
Account Director: Livia Montalto (DDB Group Melbourne)
Digital Producer: Brianna McMunn (Tribal DDB Melbourne)
Agency Producer: Janine Wertheim (DDB Group Melbourne)
Print Producer: Sarah Tonner (DDB Group Melbourne)
Director: Paul Middleditch (Plaza Films)
Producer: Peter Masterton (Plaza Films)
Editor: Peter Whitmore (The Editors)
Sound Designer: Dylan Stevens (Risk Sound)
Media placement: Website - Internet - 23/8/2010
Media placement: Banner Ads - Internet - 23/8/2010
Media placement: Dirty Message - Internet - 23/8/2010
Media placement: Plate/Cup/Bowl - Promotion Redemption - 23/8/2010
Media placement: Dirty Quiz - FaceBook - 23/8/2010
Media placement: Dirty Aisle End - Point OF Sale - 23/8/2010
Media placement: Dirty Wobbler - Point Of Sale - 23/8/2010
Media placement: Dirty Demonstration - In-Store Demo - 23/8/2010
Media placement: Viral Films - Internet - 23/8/2010

Describe the objective of the promotion.

The dishwashing liquid category had lost its sparkle. With very little marketing support over the past 10 years, it had become a price-discounting battleground. Morning Fresh’s strong performance credentials were being undermined as shoppers muddled their way through the generic on-pack claims and fancy fragrances in order to make a purchase decision.
As the leading brand, Morning Fresh decided it was time to inject some life and interest back into a dull category, reinforcing its performance credentials and selling some product along the way. With the primary audience being women, the promotion had to obviously appeal to them.

Describe how the promotion developed from concept to implementation.
To highlight the dishwashing power of Morning Fresh, we designed and manufactured a special range of promotional dishes that when submerged in hot water, magically transform from super dirty to super clean in seconds.
But nothing had been done like this before so we engaged a company in China and over 9 months developed the technology to make our dream a reality.
And because the campaign was multi-faceted, we engaged a wider agency team with mainstream, digital, direct and retail specialists all working together in a seamlessly integrated way.

Explain why the method of promotion was most relevant to the product or service.
The dishes were not only a humourous promotional vehicle, but also a physical demonstration of Morning Fresh’s performance. The analogy of the transforming plates and the line ‘dirty dishes made super clean’ both reinforced the cleaning credentials of Morning Fresh Dishwashing Liquid, and at the same time put some fun back in to the menial chore of washing dishes.
Research said our target market spend a lot of time on the web so the promotion was almost totally digitally driven.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 1,700 people made personalised Dirty Movies they passed on to friends which in turn led them back to the website.
The website itself had over 50,000 unique visitors in the first two weeks.
The viral films were watched more than 50,000 times on YouTube.
5,000 dishes are currently in the hands of Australians.
Demand for the product was unprecedented and the campaign contributed to sales of Morning Fresh of over 1.6 million packs in the first week alone. This was all achieved with a modest budget of just under $1 million for the promotion.