The Campaign

Would a housewife worry about her dish wash brand if she lived in a country which was torn in strife, sectarian violence, unstable government & rampant inflation? How would a brand enter the market in which a single brand dominates and defines the category? This is exactly the challenge Unilever Pakistan faced when it launched VIM in a market which was dominated by Max (Colgate Palmolive). Unilever was convinced that Vim, with its 100 % grease removal and natural ingredients formula, offered the best degreasing product. But having a superior product was only half the battle won. The bigger challenge was driving engagement in a low involvement category. The challenge was to present VIM in a dramatic new way to the housewife which forces her to pay attention and move away from her default dish wash brand.

Success of the Campaign

Within 5 months of the campaign, Vim achieved a market share of 8.9%. Share of shelf for Vim reached 40% in just 5 months which is an extraordinary achievement for a newly introduced brand. In less than 20 days VIM Protesting Dishes generated 20,000+ fans on Facebook. Campaign digital activities generated 14Mn impressions.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our key insight was that Pakistani Housewives find dishwashing a routine activity with no attention to post wash condition of the dishes. To get her attention we took an unconventional route Instead of having another brand to talk to her, we got the dishes talking. Dishes were persofied, who came alive in new and surprising ways to engage with the housewife across TV, Print, Out of home, radio, social media. For a category which was never discussed, we got it into the living room, out into the streets, onto radio stations and back into attention grabbing news through News Channels, Facebook, Newspapers. We dramatized dish wash problems as these were being voiced by the dishes themselves and these problems become short lived thanks to VIM. Communication was planned in 2 phases Protests: Dishes protesting and complaining about being dirty. Rescue: Vim coming to rescue the dishes and solve their issues.