Brand | RECKITT BENCKISER ARABIA |
Product/Service | PIF PAF - PEST CONTROL |
Entrant | HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Entrant Company
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HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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The Campaign
Across the GCC, the highest incidence of pests in and around the home comes from crawling insects [mainly cockroaches] and whilst consumers understood the importance of pest control, every brand in the category had been communicating similar messages in terms of product efficacy.
We developed a campaign for Pif Paf (also known as Mortein) Crawling Insect Killer “Anti Cockroach System” Power-Gard (3 SKUs) that is the ultimate cockroach killer. The SKUs are:
• Pif Paf PowerGard CIK will instantly kill cockroaches and continue killing them when they come back.
• Pif Paf EasyReach will allow you to attack the cockroaches in hard to reach places where they might be hiding and breeding.
• Pif Paf Barrier kills cockroaches before they even get a chance to enter your home.
Success of the Campaign
With Client:
- it acheived very good business results in terms of sales and equity readings
With Consumer:
- Broke category communication norms.
- created engagement in-mall with high levels of interest and particiaption that converted to sales.
CONFIDENTIAL RESULTS BELOW: Please do not share as per client strict request.
Market share increase as measure by Neilson in the UAE:
- In June 2012 MS = 57% resulting in 150 BPS increase since campaign start in Feb. 2012
- Equity measures on statement of „can kill in one spray‟ increased by over 7+% (+721bps). and „brand I trust‟ increased by over 3+ % (+321bps) versus year ago. 2012 Vs 2011
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Pest control category was certainly unengaging 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 norns:
The first step was the Strategic Platform:Armed with Pif Pif, Cockroaches Don’t Stand A Chance. We also focused on innovation in the category. Research by Discovery channel eluded to the fact that cockroaches can withstand a nuclear spill and sometimes completely survive it. Coupled with war zone imagery we were able to build our visual campaign which started first with a mupi OOH placement and grew into an integrated campaign in: OOH, TV tag, van branding, new promotional mechanics in store, upgrading the planogram in-store. in-mall activation booth with augmented reality game and mascot, consumer leaflet distribution and in-store branding and POS.
Industry first: Never before had a pest control brand done ugmented reality in-mall activations and sampling activities.
Credits
Burhan Khan |
Reckitt Benckiser Arabia Fze |
Category Manager - Homecare/Middle East And Iran |
Azfar Ul Islam |
Reckitt Benckiser Arabia Fze |
Senior Brand Manager - Pest Care And Home Care/Middle East And Iran |
Jamie Mc Ainsh |
Havas Worldwide Dubai |
Group Account Director |
Martin Pullin |
Havas Worldwide Dubai |
Account Manager |
Tihana Begovic |
Havas Worldwide Dubai |
Senior Account Executive |
Randa Jurdi |
Havas Worldwide Dubai |
Senior Art Director |
Wayne Fernandes |
Havas Worldwide Dubai |
Senior Copy Writer |
Joe Labaki |
Reflections Media |
Media Director |
Ali Zafar |
Rapp |
Director/Integration |
Nizar Masri |
Rapp |
Senior Account Executive |