The Brief

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’.

Creative Execution

• 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.

Describe the creative solution to the brief/objective.

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.

Results

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.