MOMENTS OF JOY

TitleMOMENTS OF JOY
BrandP&G
Product / ServiceJOY DISHWASHING LIQUID
CategoryB04. Use of Social Audience in a Promotional Campaign
EntrantGREY KUALA LUMPUR, MALAYSIA
Entrant Company GREY KUALA LUMPUR, MALAYSIA
Advertising Agency GREY KUALA LUMPUR, MALAYSIA
Media Agency MEDIACOM Kuala Lumpur, MALAYSIA
Production Company PLAYHOUSE PICTURES Kuala Lumpur, MALAYSIA

Credits

Name Company Position
GRAHAM DREW Grey Kuala Lumpur Executive Creative Director
RAMANJIT SINGH GULATI Grey Kuala Lumpur Creative Director
NAVED SIDDIQUI Grey Kuala Lumpur Art Director
RAMANJIT SINGH GULATI Grey Kuala Lumpur Copywriter
GRAHAM DREW Grey Kuala Lumpur Copywriter
SUZY CHIANG Grey Kuala Lumpur Agency Producer
CHRISTINE CHAN Grey Kuala Lumpur Brand Director
KATE ARMISHAW Grey Kuala Lumpur Brand Director
JOSHUA YAP Grey Kuala Lumpur BRAND EXECUTIVE
LUBNA KHAN Grey Kuala Lumpur Planning Director
ABHIJIT DAS Grey Kuala Lumpur Planning Director
KEVIN YEOH Grey Kuala Lumpur Business Director
ANURAG GUPTA TEAM P&G - WPP Chief Operating Officer
SWETA MEHRA P&G Brand Director
MALLIKA TYAGI P&G Brand Manager
GRACE CHUA P&G Brand Manager
TRUONG THI NGOC AHN P&G ASSISTANT BRAND MANAGER
HENRY OOI PLAYHOUSE PICTURES DIRECTOR
SAURABH CHANRASHEKHAR MEDIACOM AOR DIRECTOR
MAHESH NEELAKANTAN ADVOCACY Chief Operating Officer

Brief Explanation

Joy dishwashing liquid is “surprisingly small, surprisingly powerful” but it was losing to its competitor double its size and half the price. Clearly, Joy wasn't on Malaysian moms' shopping list. In order to win over moms, we needed to connect with them emotionally, as promises of "double power" and "concentrate" didn't work. We worked with the insight that working moms feel they need to spend more time with their kids. Through a social experiment film, we revealed to moms that it’s not just the big chunks of time, but the little moments they spend with their kids that can be “Surprisingly Small, Surprisingly Powerful”. The film then prompted moms to pledge to create their own moments of joy with their kids, by personalizing a Joy bottle online and purchasing the bottle with their label in-store.

The Brief

Joy dishwashing liquid is “surprisingly small, surprisingly powerful” - a concentrate that cleans in just 1 wash. Problem is, Joy is 1/4th the size and almost double the price of its competitor. It wasn't on Malaysian moms' shopping list who see the value in "big". We worked with the insight that busy, working moms feel the tension of not spending enough time with their kids. For them, more time with the kids is better. Through a social experiment film, we revealed to moms that it’s not just the big chunks of time, but the little moments they spend with their kids that can be “Surprisingly Small, Surprisingly Powerful”.

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

The number of trials achieved as a percentage of people exposed to the activity in-store, set a new benchmark for conversions at 38%, which is the highest percentage ever achieved by any P&G Brand activity till date. Additionally, the sales target was exceeded by 45%, totaling 3,472 of units sold in just one month. Source: P&G Internal Data The high level of engagement and response (shares, comments, blog posts, PR) generated by the video complimented with the unprecedented in-store success made it clear that the campaign has been able to shift the mindset of Malaysian moms in favor of Joy’s offer. Results in short: 35040 minutes pledged Over 4000 shares on Facebook Sales target exceeded by 45%

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

We launched a digitally driven campaign, supported on ground with a 21 day in-store activation in March 2015 at Aeon, Mydin, Tesco and Giant Stores in Malaysia (total 8 stores). Through a social experiment film, we revealed to moms that it’s not just the big chunks of time, but the little moments they spend with their kids that can be “Surprisingly Small, Surprisingly Powerful”. The film then prompted moms to pledge to create their own moments of joy with their kids, by personalizing a Joy bottle online and purchasing the bottle with their label in-store. The film struck a chord with working Moms across Malaysia and the personalised bottle served as a reminder that those small yet powerful moments are the ones that truly matter. The campaign ran according to the original plan.