Background

Saamix, a well-known household cleaning brand in China was fighting for attention with the influx of emerging competitors. We had to secure our brand’s position in the market by ensuring we were at the top of our consumers’ minds when they purchased cleaning products. As Saamix was already a reputed brand for efficient everyday cleaning, we decided to communicate this in a fresh new way consumers could easily relate to.

Describe the creative idea (40% of vote)

Clean dirt as efficiently as you delete apps on your phone. Since most of our consumers lived on their smartphones, we decided to use the behaviour of deleting apps as a device to illustrate how efficiently Saamix multi-purpose cleaners, cleaned homes.

Describe the execution (40% of vote)

We used 100% CGI to create our ads. From start to finish, we used grey modelling to create two images for each ad: one clean and one dirty. All details were studied from real life and computer generated to dramatise the contrast between clean and dirty. We released the ads in China’s home and living magazine, Rayli Jiaju and Trendshome. At the same time, the ads were placed in light boxes at three busy metro stations around Shanghai.

List the results (20% of vote)

Our ads placed magazines reached an average circulation of 1.1 million people. At metro stations, our ads reached an average of 2.7m people in total. Saamix managed to give consumers ads that differentiated itself from competitors whilst retaining relevancy with their lifestyles. We achieved top-of-mind as consumers were instantly grabbed by the unique use of a phone’s interface to represent deleting dirt in various parts of the home.