Clorox Direct BLEACH IT AWAY VEGAS DDB California

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BLEACH IT AWAY VEGAS

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Sector Detergentes
Media Direct
Mercado Estados Unidos
Agencia DDB California
Creative Director Jim Bosiljevac
Art Director Kelly Mccullough
Copywriter Billy Leyhe
Account Supervisor Jessica Viltman
Publicado diciembre 2012

Creditos y descripciones

Advertiser: THE CLOROX COMPANY
Agency: DDB SAN FRANCISCO
Category: Ambient Media: large scale
Advertising campaign: BLEACH IT AWAY VEGAS
Outdoor Media Group: (OMG)
Print Producer: Agnes Arceo (DDB San Francisco)
Group Creative Director: Chad Ackley (DDB San Francisco)
Media Company: (OMD)
Senior Producer: Jason Wertheimer (DDB San Francisco)
Art Director: Kelly McCullough (DDB San Francisco)
Chief Creative Officer: Lisa Bennett (DDB San Francisco)
Associate Director: Stefanie Ryce (OMG)
Production Company: Locamoda
Managing Account Director: Alli Sherman (Ketchum)
Copywriter: Billy Leyhe (DDB San Francisco)
Group Account Director: Rebbecca Hines (DDB San Francisco)
Account Executive: Sarah Clark (DDB San Francisco)
Group Account Director: Carolyn Parodi (OMD)
Director Of Content Production: Frank Brooks (DDB San Francisco)
VP Of Marketing/Cleaning: Heidi Dorosin (The Clorox Company)
Account Supervisor: Jessica Viltman (DDB San Francisco)
Creative Director: Jim Bosiljevac (DDB San Francisco)

Client Brief Or Objective
2012 marked the one hundredth anniversary of Clorox Bleach. But as the storied brand hit the century mark, it had lost relevance with the younger generation.Our key audience was this underdeveloped younger segment; 25-35 year olds prone to behavior change and open to bleach. We call this segment the “Newly Responsibles.” These are people who are transitioning into new life-stages such as moving into their first home, getting married, or having children.So, we created the Bleachable Moments campaign to connect with this younger audience to prove that Clorox Bleach is relevant for their modern lives and modern problems.

Implementation
In early 2013 we brought the Bleachable Moments idea to life in the dirtiest place we could think of - Las Vegas. And gave consumers the opportunity to instantly connect with the brand via interactive digital billboards and taxi toppers.Our desired outcome was to connect with consumers by encouraging them to participate with the brand by creating their own Bleachable Moments which were then featured on our digital billboard. Participants also received a souvenir photo of their submission which they could then share with friends via Facebook or Twitter.

Execution
Placement of the media was key to the success of the campaign. This idea could only work in just the right location—Las Vegas. A city known for gambling, drinking, and loose morals, “Sin City” as it’s nicknamed, was the perfect place to get our message out. And the perfect place for powerful cleaner like Clorox Bleach. There’s no other city more relevant and no other product better positioned to make this campaign a success.

Outcome
The Clorox Bleachable Moments campaign has surpassed all expectations. It not only engaged consumers directly, it has succeeded in delivering on the key performance indicators, turned the business around and has positioned this iconic brand for continued long-term success. After the campaign launched, the brand reversed a 5% decline and saw a 6% increase in household penetration. This is an 11% correction is a dramatic and immediate improvement. Additionally, thanks to the Bleachable Moments, household penetration grew for the first time in 7 years and the campaign has stimulated usage and knocked 2 days off of the purchase cycle.