Brand | HENKEL |
Product/Service | WASHING DETERGENT |
Entrant | OMD Cairo, EGYPT |
Entrant Company
|
OMD Cairo, EGYPT
|
Media Agency
|
OMD Cairo, EGYPT
|
The Campaign
Henkel: Persil and Win
Context:
Persil & Win promotion was launched to give consumers a chance to win washing machines through home visits and supermarket stopovers.
Strategy:
The strategy was built on the insight that 60% of Persil’s target audience was likely to be convinced with opinions on discussed products, and therefore Interactivity was key.
Success of the Campaign
Efficiency:
• First choice and Brand on Hand for Persil as a brand increased to 45% against main competitor at 38%.
• Most frequently used in the Past 3 Months for Persil as a brand increased to 71% against main competitor at 56%.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Implementation:
• 25 TV copies showing different winners, campaign mechanics, and collective winners copies aired over the period of 9 weeks divided into 3 bursts.
• 2 radio copies
• A Ramadan calendar (Emsakeya) print insertion
• A Facebook application was launched, participants answered questions to enter a draw for a washing machine.
Credits
Aya Assaf |
Henkel |
Brand Manager |
Dina Younan |
Henkel |
Assistant Brand Manager |
Peter Bishay |
Omd |
Associate Director |
Aya El Ghazzawy |
Omd |
Senior Planner |
Lamice Zakaria |
Omd |
Junior Planner |
Omar El Masry |
Henkel |
Marketing Director |
Ali Khaled |
Henkel |
Brand Manager |
Dina Younan |
Henkel |
Junior Brand Manager |
Rania Hafez |
OMD |
Acting GM |
Heba El Gably |
OMD |
Account Supervisor |