2010 Winners & Shortlists

The Brief

Henkel wanted to launch its first disinfectant in Egypt, where well establishment brands are already dominant in the market. There was a need to instigate initial trials and hence benefit from "word of mouth".

Creative Execution

Rather than conventionaly communicating the functional attributes of our disinfectant, we chose to play on peoples' emotions. Everyone gets excited when they recieve an invitation, it gives them a sense of belonging and importance. it's good to know you are liked and needed! Once we have captivated their attention they dig further into the invite and realize that in reality it's a message that highlights the vast amount of Germs they encounter everyday in their surrounding and the optimal way to get rid of them.

Describe the creative solution to the brief/objective.

DAC sent out direct mailers to a database sourced from their long time online partner ''Wasfa Sahla'', a prominent Egyptian website for women, inviting guests to Germs' celebrations of different kinds, all depicting their exponential growth and evolution in your own homes. Further into the invitation you realize that DAC is the only product that'll help stop these celebrations.

Results

4 thousand invitations were sent out and after contacting the invitees after one month it was discovered that 11% had purchased DAC and are currently using it at home.