2010 Winners & Shortlists

The Campaign

In the Middle East, carpet beating remains the preferred method of cleaning for most old generation housewives and domestics. DAC Carpet Shampoo’s only real chance to break through such a closed market, and get increased exposure, was to turn tradition into taboo. We set out to create a movement under the DAC umbrella: defend the rights of carpets and create a negative image for the use of carpet beaters. Turning this insight into satire was the best way to appeal to the local, younger generation, especially by using channels with which they are familiar: the web, social networking, online petitions, etc. These were combined with more traditional print and TV media. The entire campaign was presented, very effectively, under the guise of a social awareness campaign.

Success of the Campaign

In the first week alone DAC’s Stop Carpet Torture Viral had 600+ views, 200+ signed online petitions, gathering over 2000 physical signatures through supermarket poster petitions, and was noticed by key local media (like campaign magazine and others). It’s too early to obtain official sales results for the month of February, but the client is encouraged by the initial positive feedback from his distributors and major supermarket chains.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

An online, viral teaser that resembled a human rights testimonial ad launched the campaign, and led people to the DAC website: stopcarpettorture.com. The website allowed users to interact with DAC in many ways; they could read DAC’s manifesto, view mock testimonials, sign an online petition supporting the ethical treatment of carpets, join the cause on Facebook and Twitter, and learn about the gentler cleaning benefits of DAC Carpet Shampoo. The entire online experience was enhanced by user content, pictures, updates, videos and conversations, giving DAC Carpet Shampoo unprecedented exposure. Simultaneously, we released a disruptive full-page print ad showing the pixellated face of a rug beater in Panorama magazine. Also, A2 black and white petition posters were strategically placed near free announcement sections of key Dubai supermarkets to gather signatures and promote the product and its “cause.” Two weeks later a 60-second TVC was launched, which built on the initial hype and captured an even wider audience. DAC effectively facilitated a conversation between the older generation of reformed rug beaters and their younger siblings.