Title | THE COLOURED STAIN CAMPAIGN |
Brand | I.P.TRADING |
Product / Service | HYGIENE COLOUR BLEACH |
Category | B02. Consumer Products & Services |
Entrant | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
Entrant Company: | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
DM/Advertising Agency: | McCANN WORLDGROUP THAILAND Bangkok, THAILAND |
Credits |
Name | Company | Position |
---|---|---|
Martin Lee | McCann Worldgroup (Thailand) Ltd. | Chief Creative Officer |
Martin Lee | McCann Worldgroup (Thailand) Ltd. | Executive Creative Director |
Thidarat Nitikijphaiboon | McCann Worldgroup (Thailand) Ltd. | Creative Director |
Ornanong Nakcharn | McCann Worldgroup (Thailand) Ltd. | Copywriter |
Apichai Inthutsingh | McCann Worldgroup (Thailand) Ltd. | Art Director, Illustrator |
Kittiwan Anuwatesakul | McCann Worldgroup (Thailand) Ltd. | Account Supervisor |
Yutthapan Vanasatis | McCann Worldgroup (Thailand) Ltd. | Account Supervisor |
Teerapob Kranlert | McCann Worldgroup (Thailand) Ltd. | Account Manager |
Pattara Suwansillisilp | I.P.TRADING LTD. | Advertiser's Supervisor |
Was the target audience drawn from existing customers, or new customers? They are modern housewives aged 25-35. They have to take good care of all the family’s clothes to ensure that they are clean. They are existing users as Hygiene has a strong brand reputation. This idea is to remind them of the core brand benefit. What was the strategy of the campaign? We need to communicate the proposition of Hygiene color bleach, ‘powerful removing tough stains fast’ differently while keeping Hygiene’s core brand benefit ‘maintaining brightness’.
• Explain the strength of the creative and originality. We wanted to break through the usual visual clutter of the supermarket by using a point of sale piece that shoppers could directly interact with and understand our key message. • Describe why it is most appropriate to the brand. We chose to use the sort of garments that shoppers would wash Hygiene with and a message that they can understand immediately in an interactive way.
Solution: to demonstrate the product’s benefit, we created these posters with a visual effect. Viewed from afar, the stain appeared very big and prominent. But as the shoppers move closer, the stains vanish into the visual background and become invisible. Thus, the shopper can see for themselves that Hygiene colour bleach gets rid of stains fast.
This campaign is considered to be successful as it became a hot topic in store with many shoppers walking up and down to check the visual effect. Combined with a new television commercial, sales of Hygiene rose 23% during the campaign period with significantly higher sales in individual supermarkets that used this point of sale.