TIDE MAGTTRACTION by Leo Burnett Mumbai for Tide

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TIDE MAGTTRACTION

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Promo & PR
Market India
Agency Leo Burnett Mumbai
Creative Director Amod Dani
Art Director Sadanand Narvekar
Photographer Avdhut Hembade
Account Supervisor Gaurav Lalwani
Illustrator Bhushan Patil
Released December 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: PROCTER & GAMBLE
Product/Service: DIRT MAGNETS
Agency: LEO BURNETT INDIA
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
Chief Creative Officer: KV Sridhar (Leo Burnett India)
Creative Director: Amod Dani (Leo Burnett India)
Art Director: Sadanand Narvekar (Leo Burnett India)
Photographer: Avdhut Hembade (Freelance)
Account Supervisor: Gaurav Lalwani (Leo Burnett India)
Account Manager: Sharan Sabhachandani (Leo Burnett India)
Account Manager: Pooja Motwani (Leo Burnett India)
Illustrator: Bhushan Patil (Leo Burnett India)
Media placement: Magazine Center-Spread 4 Posters - Modern Retail Outlets: Anand Bazaars. - 04 Dec 2009
Media placement: Ink - Anand Bazaars - 04 Dec 2009
Media placement: Egg - Anand Bazaars - 11Dec 2009
Media placement: Coffee - Anand Bazaars - 18 Dec 2009
Media placement: Ketchup - Anand Bazaars - 25 Dec 2009

Describe the objective of the promotion.
Brief: The objective of this campaign is to drive Tide’s superior whiteness benefit story by communicating a unique and extremely powerful RTB of dirt magnets.

Describe how the promotion developed from concept to implementation
Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign included some magnetised sample packs, and iron filings. The close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling. This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

Describe the success of the promotion with both client and consumer including some quantifiable results
The close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling. This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront. The simple act of pulling away the stain left over 40,000 readers with smiling faces. Post the release of the campaign Tide’s value share grew from 8.2% to 9.1% in just a matter of 3 months.

Explain why the method of promotion was most relevant to the product or service
We managed to create a campaign through which the readers’ themselves saw the efficiency of Tide’s dirt magnets. This simple product demonstration showcased the ease with which one could remove stains from the white garments. And help change consumer belief that whites can look as good as new!