2010 Winners & Shortlists

Results and Effectiveness

The communication significantly increased footfall in the store, which in turn resulted in increase in sales. The communication effectively, changed the way in-store activation is perceived and it involved community and interest groups in shopper marketing. Total number of impressions (ie people reached) 8,807,552 Total advertising value $785,987

Creative Execution

P&G’s 1 purchase = 1 step closer to dream campaign created awareness for the Special Olympics and generated significant in-store traffic. The campaign culminated into a community-involved act of goodwill with the Step up for a Dream walk at Lulu Barsha on the 7th of February. Supporters were pulled together by means of a Facebook page, micro site, online banner campaign, TV coverage, radio and word of mouth. Eye-catching POS material communicated the message in store.

Insights, Strategy and the Idea

The 1 Purchase = 1 Step closer to a dream was developed by P&G as part of their CSR and commitment to helping Intellectually disabled athletes compete in the Special Olympics. The target audience spread across multiple stores across the region, targeting different groups. therefore as a general audience it targeted everybody. Metrics. Breaking down the communication into 1 = 1. Its relevant to the client, since it was a communication train appreciated by the client, easily understood by the public and can be inspiring to the individual.