2012 Winners & Shortlists

The Brief

The Laundry Team at Henkel was holding a three-day product induction workshop for its key distributors in the UAE and KSA. The product to be introduced was Persil Starch. It was first product of its kind in the region. And so the Laundry Team at Henkel wanted a piece of communication that demonstrated the core benefits of Persil Starch in a simple yet engaging way.

Creative Execution

The forum was a workshop between two groups, the Laundry Team at Henkel and its key distributors. And one of the first things professionals do when acquainting themselves with each other is exchange business cards. We realised that this could be a window of opportunity to talk about Persil Starch. So we turned a standard business accessory (the business card) into an innovative piece of communication.

Describe the creative solution to the brief/objective.

We devised innovative business cards for every member of the Laundry Team. Made of fortified fabric, they were flexible and durable enough to slide into wallets, pouches and pockets. They would serve as a useful and pointed reminder of the benefits of Persil Starch after the workshop was over.

Results

The innovative business cards intrigued the distributors. And that reflected itself in a 2.6 increase in IPOs (initial purchase orders). Henkel has also requested the laundry divisions across the GCC and MENA regions to switch to similar business cards.