SHARE THE LOAD - BASKETBALL LAUNDRY

TitleSHARE THE LOAD - BASKETBALL LAUNDRY
BrandP&G INDIA
Product / ServiceARIEL MATIC
CategoryA05. Branded Live Experience
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Contributing Company BBDO INDIA Mumbai, INDIA
Production Company RED ICE FILMS Mumbai, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chief Creative Officer
Hemant Shringy BBDO India Senior Creative Director - Copy
Sandeep Sawant BBDO India Senior Creative Director and Head of Art
Umma Saini BBDO India Group Head - Copy
Balakrishna Gajelli BBDO India Creative Director - Art
Ajai Jhala BBDO India Chief Executive Officer
Rajat Mendhi BBDO India Vice President - Planning
Sidheshwar Sharma BBDO India Vice President - Account Management
Vikram Thurakhia BBDO India Account Director
Dimple Shetty BBDO India Planner
Kunal Matta BBDO India Account Executive
Hitesh Shah BBDO India Studio Manager
Abbas-Joy BBDO India Creative Copy
Venkatesh-Shankar BBDO India Graphic Artist
Rajeev-Sameet BBDO India Graphic Artist
Shimit Amin RED ICE Films Film Director
Gary Grewal RED ICE Films Film Producer
Karan Sharma Ustudios Video Director
Ajay Tiwari Ustudios Video Producer

The Campaign

The specific task was to make men and women both see laundry as a fun household job that can be shared by all. The challenge was to get men to do the laundry. ‘76% of married women feel men prefer relaxing over helping with household chores’ So we created "Basketball Laundry". We hooked up a hoop on top of a washing machine at cinemas. Men came forth and enjoyed doing laundry. Women enjoyed watching their men do laundry. And we enjoyed them see that sharing the load at home isn’t that difficult.

Results

Ariel is the most expensive detergent in India. The problem it was facing was loss of emotional equity and relevance. The client brief – get the attention of and engage our consumers around Ariel’s promise of ‘best stain removal in one wash so that anyone can do laundry’ to make the brand more relevant. Here we unearthed an interesting statistic: ‘76% of married-women feel men prefer relaxing over helping with household chores’. Deeper analysis into this pointed us to an inequality embedded culturally in each and every Indian home… where women can be equal contributors to the family income, but the burden of household chores still lies on their shoulders. With this understanding Ariel decided to stand up for women’s equality at home with #ShareTheLoad – a provocative social movement that exposed the inequality embedded in each and every Indian home. We kicked off the movement with an ad that asked an important question – ‘is laundry a woman’s job?’ This provocative message sparked a national conversation. The campaign started by raising an important question – Is laundry only a woman’s job? While this was provocative, it was not enough. We needed to reach out to men and women in ways that created impact and got them to talk about our message. We needed to turn laundry, a boring chore, into an enjoyable game that can be played by all. Hence we created “Basket Ball Laundry”, a simple game of throwing a ball of laundry through a hoop into a washing machine. This program took place at leading cinemas across the country over a period of month.

Our target-audience were new-customers; women who didn’t see Ariel as a brand for them. Analysis of the audience revealed an interesting statistic: ‘76% of married women feel men prefer relaxing over helping with household chores’. This pointed to an inequality embedded culturally in each and every Indian-home… where women can be equal contributors to the family-income, but the burden of household chores still lies on their shoulders. With this Ariel decided to stand up for women’s equality at home with #ShareTheLoad. But to make our consumers and their husbands see laundry as not a boring task we created ‘Basketball Laundry’.

As the branded content piece got shared, it added to the success of the #ShareTheLoad movement The campaign got the attention of and engaged with our TG: • Unaided Brand Awareness increased by 132% within the first month. • The campaign generated free-media worth USD 9.5 million • Over 1.57million men pledged to ‘Share the Load’ across the country through mobile, social media, mall activations and purchase of Ariel Matic His& Her pack • 1.6 billion free earned Impressions • Over 6.8MM views on YouTube for the movement video. • On Facebook, engagement-rate went up a record 225%. The campaign drove preference for Ariel • Sales grew 60% versus a year ago.

Women in India have two jobs – one at the office and the other at home. They have to do all the household chores alone. More than ‘76% of married women feel men prefer relaxing over helping with household chores’ according to our research. Ariel decided it was time to address this inequality at home and so we launched #ShareTheLoad. We started by raising an important question – ‘Is laundry only a woman’s job?’ But that was not enough. Our challenge was to turn a boring chore into an enjoyable game that can be played by all. So we created "Basketball Laundry". We hooked up a hoop on top of a washing machine at cinemas. Men came forth and enjoyed doing laundry. Women enjoyed watching their men do laundry. And we enjoyed them see that sharing the load at home isn’t that difficult.