2013 Winners & Shortlists

The Campaign

Harpic is known in developed markets as the master of loo / toilet bowl in terms of stain, lime scale and germ removal. In the Middle East, however, the market is not driven by specialized toiled cleaners but by “cocktails” (bleach based cleaning mixes commonly used by Saudi housewives to clean the entire house including the toilet bowl) Harpic 5X – is 5 times better than ‘cocktail’ cleaners for 5 main reasons. We developed a campaign to driving Harpic’s superiority over cocktails using Harpic 5X as the hero product./SKU. Harpic in the Middle East objectives: 1. Drive category (specialized toilet cleaners) growth in the Kingdom of Saudi Arabia as the Client‟s power market. Our KPIs and results are focused on KSA Market. To do so we needed to: 1. Increase market Share 2. Increase Equity parameters Equity parameters are: Are effective for cleaning the toilet Is a brand that removes tough stains Removes bacteria and germs from toilet bowl

Success of the Campaign

A) Qualitative: STRICTLY CONFIDENTIAL FOR JUDGING PURPOSES ONLY We achieved all our objectives and their KPI’s but more importantly because: • The results were the highest recorded in the brand history in the region. The reason behind this success is that we utilized a new communication mix rooted in local insights relevant to the region, whereas previous campaigns were adapted from another market without locally relevant insights and hence were not as successful. B) Quantitative: STRICTLY CONFIDENTIAL FOR JUDGING PURPOSES ONLY - 1. Beat market share objective by +80% - 2. Achieved equity increases +/- 10% versus target.

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

Strategy: The loo/toilet specialized category was cluttered with similar claims and choice of communication channels/consumer touch points amongst all players. The only way to success is to innovate and break category communication norms: The first step was the Strategic Platform: Harpic Police [Squad]… Specialists in toilet cleaning Driving innovation in the category The innovation came from the i360 engagement, braking category norms and being closer to the consumer through experiential marketing making Harpic part of the entire bathroom and toile cleaning regimen and by extension ‘conversation’ the creative slides illustrate this best. Touchpoints: TV Commerial, Bespoke POS, ISP Stands, Experiential activitites (loo take over in the malls),