2013 Winners & Shortlists

Results and Effectiveness

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%.

Creative Execution

Implementation: •25 TV copies showing different winners, campaign mechanics, and collective winners copies aired over the period of 9 weeks divided into 3 bursts to include intensive Ramadan and Eid airing. • 2 radio copies aired in Ramadan on high rated content to utilize the affinity of the medium within the month. • A Ramadan calendar (Emsakeya) print insertion was placed in high circulation publications. • A Facebook application was launched on the first day of Eid Al Fitr. For a whole month, , participants answered 4 multiple choice product-based questions, uploaded a photo of them or any of their family members with any pack of Persil, entered their contact information and entered a daily draw to win a washing machine.

Insights, Strategy and the Idea

Context: 2012 was a festive year for Persil, with the launch of HS gel, launch of Black gel and re-launch of LS gel. Our target was to guarantee a successful takeoff for all the sub brands while benefiting the total brand from the synchronization of various media activities. However, the ultimate objective for Persil this year was to be at parity with Ariel, its key competitor, on the brand on hand and first choice performance indicators. Hence, Persil & Win promotion was launched, the promotion gave Persil consumers a chance to win a Universal washing machine through home visits and supermarket stopovers. The mechanics were very simple, those who were found/spotted with Persil packs win washing machines, which was reflected on the brand on hand indicator. Strategy: The strategy was built on the key consumer insight that 60% of Persil’s target audience was likely to be convinced with opinions on discussed products making word of mouth an integral part of our approach. Interactivity was key of us, hence the Facebook campaign was launched with the initiative and the copies aired heavily during Ramadan and Eid under the essence of celebration very much associated with the airing season.