CATWALK SKIP by LA DESPENSA INGREDIENTES CREATIVOS for Skip

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CATWALK SKIP

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Industry Washing powders & Detergents
Media Promo & PR
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Creative Director Belén Coca
Art Director Héctor Efrén López, Almudena González
Copywriter Victor Gomez, Rodrigo Moñino
Account Supervisor Harold Vas
Released February 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: SKIP
Product/Service: DETERGENT
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Feb 9 2011
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Director: Alfredo González (La Despensa)
Account Supervisor: Harold Vas (La Despensa)
Account Executive: Juncal Roig (La Despensa)
Account Executive: Miguel Pico (La Despensa)
Art Director: Almudena González (La Despensa)
Art Director: Hector López (La Despensa)
Copywriter: Rodrigo Moñino (La Despensa)
Copywriter: Víctor Gómez (La Despensa)
Media placement: Event - Real Fábrica De Tapices - 9 February 2011

Describe the objective of the promotion.
To launch the revolutionary Skip’s Small & Mighty Pouches through a special activation, communicating the effectiveness of the new product under the new Skip positioning: expert on children’s stains.

Describe how the promotion developed from concept to implementation.
We have created the first children’s clothing collection designed to get dirty with the collaboration of María Barros, a well-known fashion designer of the Madrid Fashion Week. The collection was presented in a catwalk where the children modelled the clothes and got dirty with different daily situations. After they got dirty, they all entered a giant washing machine which, thanks to Skip, left all their clothes looking impeccable. Finally all the children walked down the catwalk again, modelling their completely spotless clothes.

Explain why the method of promotion was most relevant to the product or service.
For the first time ever, a washing powder brand joined the fashion world to position a product as a leader in efficiency and innovation. We succeed in communicating Skip's new positioning within its target of young mothers with small children.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action received massive coverage and attracted attention from entertainment, family and news media. We achieved media coverage on TV, the internet, general and specialised press.

Coverage: 78 appearances on TV and written press. €497,497 in free publicity. Increase in sales: 35%.