Results and Effectiveness

The one-day campaign generated PR worth more than USD 2.5 Million. Extensive coverage across 13 newspapers, 8 online media, 2 radio station, 6 television channels generating 4 times the ROI. The airing of the event across online and TV channels reached 42% of the core TV target audience Online content generated 4MM digital impressions on detik.com. DOWNY sales grew at index 127 vs. previous month AMBI PUR home off-take accelerated by 4 times vs previous month.

Creative Execution

P&G had the right products to help restore Taharah to the people of Jakarta but we couldn't expect the flood victims to come to us, we needed to find a way to go to them We created THE DOWNY-AMBI PUR “Scent of Hope” messiah truck. Leveraging our existing relationships we kitted out a hired truck with washing machines (given to us by Carrefour) and recruited volunteers (local P&G brand ambassadors, employees and stakeholders). Together we traveled to the five designated refugee zones. Each household was asked to register, give us their dirtied clothes and return in 2 hours. On their return they were presented with fully clean apparel and were given free samples of Ambi Pur to use in their home. The truck reached more than 4,500 people, which equated to 1,500 households having clean, fresh clothes and laundry. The entire event was simulcast across the TransCorp network and amplified through video online.

Insights, Strategy and the Idea

During the week of 17th January 2013, Jakarta witnessed severe floods that left more than 6000 households disrupted and affected more than 20,000 people. Homes were left severely damaged, waterlogged and poorly ventilated. Being a predominately Islamic country, Islamic values and a sense of community are intrinsic to the lives of Indonesian people. Purity and cleanliness (Taharah) is one such Islamic principle. It encompasses purity of thought, body and environment. It is obligatory for every Muslim to observe this cleanliness of the soul and hygiene of surroundings but the sudden floods and consequent damage made this near impossible. We awaken this sense of community during a time of desperation there was an opportunity for P&G to give back to the flood-stricken victims. We could use P&G products such as Ambi Pur and Downy to restore hope and purity by freshening up their homes and their clothes.