DIRTY DISHES

TitleDIRTY DISHES
ClientPZ CUSSONS
Product / ServiceMORNING FRESH
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantTRIBAL DDB MELBOURNE, AUSTRALIA
Entrant Company:TRIBAL DDB MELBOURNE, AUSTRALIA
Sales Promotion/Advertising Agency:TRIBAL DDB MELBOURNE, AUSTRALIA

The Brief

The dishwashing liquid category had lost its sparkle. With very little marketing support over the past 10 years, it had become a price-discounting battleground. Morning Fresh’s strong performance credentials were being undermined as shoppers muddled their way through the generic on pack claims and fancy fragrances in order to make a purchase decision. As the leading brand, Morning Fresh decided it was time to inject some life and interest back into a dull category reinforcing its performance credentials and selling some product along the way. With the primary audience being women, the promotion had to obviously appeal to them.

Describe how the promotion developed from concept to implementation

To highlight the dishwashing power of Morning Fresh, we designed and manufactured a special range of promotional dishes that when submerged in hot water, magically transform from super dirty to super clean in seconds. That is, dirty images normally associated with Chippendale man-calendars to super-clean cut images of perfect men. Because the budget was modest (under $1 million), the campaign was mostly online with shareable viral films and a Dirty quiz on Facebook and some point of purchase support. But the first point of contact people had with the promotion was through a highly personalized film you emailed to friends.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 1700 people made personalized Dirty Movies they emailed to friends with an EDM which in turn led them back to the website. The website itself had over 50,000 unique visitors in the first two weeks. The viral films were watched more than 50,000 times on YouTube. 5,000 dishes are currently in the hands of Australians. The campaign contributed to sales of Morning Fresh of over 1.6 million packs in the first week and this was all achieved with a modest budget of just under $1 million. Not much for an Australia-wide campaign.

Explain why the method of promotion was most relevant to the product or service

The dishes were not only a humorous promotional vehicle, but also physical demonstration of Morning Fresh’s performance. The analogy of the transforming plates and the line ‘dirty dishes made super clean’ both reinforced the cleaning credentials of Morning Fresh Dishwashing Liquid and at the same time put some fun back in to the menial chore of washing dishes. And because research said our target market spend a lot of time on the web, the campaign was almost totally digitally driven and personalized.

Credits

Name Company Position
GRANT RUTHERFORD DDB GROUP MELBOURNE EXECUTIVE CREATIVE DIRECTOR
JIM MCKEOWN DDB GROUP MELBOURNE ASSOCIATE CREATIVE DIRECTOR
NICK CUMMINS DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
BRENDON GUTHRIE DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
TIM HOLMES DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
BEN GREEN DDB GROUP MELBOURNE ART DIRECTOR
PAT LENNOX DDB GROUP MELBOURNE COPYWRITER
MARK WHITE DDB GROUP MELBOURNE DESIGNER
BEN COOPER DDB GROUP MELBOURNE DESIGNER
MIKE MCGILL DDB GROUP MELBOURNE DESIGNER
MICHAEL MCEWAN DDB GROUP MELBOURNE GROUP BUSINESS DIRECTOR
LIVIA MONTALTO DDB GROUP MELBOURNE ACCOUNT DIRECTOR
BRIANNA MCMUNN DDB GROUP MELBOURNE DIGITAL PRODUCER
JANINE WERTHEIM DDB GROUP MELBOURNE AGENCY PRODUCER
SARAH TONNER DDB GROUP MELBOURNE PRINT PRODUCER
PAUL MIDDLEDITCH PLAZA FILMS DIRECTOR
PETER MASTERTON PLAZA FILMS PRODUCER
PETER WHITMORE THE EDITORS EDITOR
DYLAN STEVENS RISK SOUND SOUND DESIGN
MAT BAKER KATAPOLT PHOTOGRAPHER