Title | MOMENTS OF JOY |
Brand | P&G |
Product / Service | JOY DISHWASHING LIQUID |
Category | B04. Use of Social Audience in a Promotional Campaign |
Entrant | GREY 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 |
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 |
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.
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”.
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%
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.