The 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. Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign included some magnetized 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.

Creative Execution

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. Consumers no longer believe in complicated claims and scientific product stories, they are longing to really see how the product really works. Tide actually has the ability to pull stains out of clothes and we realized that consumers love to see this simple action. Therefore we developed the Dirt Magnets visualization.This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

Describe the creative solution to the brief/objective.

Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign included some magnetized 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. We managed to create a campaign through which the readers’ themselves saw the efficacy of Tide’s dirt magnets. This simple product demonstration showcased the ease with which one could remove stains from the white garments.

Results

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.