2010 Winners & Shortlists

Results and Effectiveness

Unilever’s offices were literally turned pink and the sweet scent of flowers filled the air. Staff were quick to feedback positively on “a beautiful concept, the most innovative of internal launch activities to date”. Throughout the region staff waited in anticipation to discover if they were growing one of the pink tulips. Winners were photographed and the results were circulated by email leaving staff in no doubt that Pond’s was coming. This activity contributed to the biggest and most successful Unilever Arabia launch ever, taking market share from 0% right up to 17.1% in its first 6 months.

Creative Execution

Two weeks before the launch every member of staff was delivered a personalised box containing a pre planted red tulip bulb with instructions of how to grow and nurture it. Staff arrived at their desk to find the box and instructions waiting for them in an email from the Chairman announcing the activity. In what was a huge logistical operation, all bulbs were potted and delivered to each of the 7 markets. Within the delivery were 10 pink tulips, which would earn the staff who grew them a romantic experience for 2.

Insights, Strategy and the Idea

Exciting staff for the launch of Pond’s was crucial as they play a large role in determining the brand’s success. We had to ensure that they engaged with Pond’s right from the word go. Product launches are commonplace within Unilever so this one had to stand out to showcase that this really was a big launch. The idea had to generate anticipation, excitement, interaction and reward, amongst 1,049 staff members. Our internal audience are predominantly male, so we needed them to spread awareness about Pond’s to their wives. We did this through a clever and subtle communication tactic: The iconic tulip symbol of Pond’s was brought to life in seven UL offices. 1,049 pre-planted tulips were sent to every staff member. Women who received them spread the word to their friends, while men spread the word to their wives, who then also spread the word on to their friends.