2013 Winners & Shortlists

Results and Effectiveness

What happened as a result of the communication activity? How did the communication achieve the goals and influence business outcomes? Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. It has begun airing in February, so no “outstanding results”. The number of people aged 15+ who will view the ad in 3 major markets are: KSA: 46,500; UAE: 10,075; KUW: 3,795. But Ms. Soroor Rahnama, Asst. Brand Manager said: “This is the first time Henkel has adopted such a bold media strategy in this category. We are confident of a positive outcome as this innovation is based on a consumer insight. In combination with our launch commercial, it will have a stronger impact. We support such solutions that help our innovations stand out from the clutter.”

Creative Execution

Our solution – a commercial that flushes away other commercials. Use the frustration felt for the commercial break to our advantage and treat the housewife to a moment’s peace by flushing irritating commercials away within 15 seconds. That’s the power of DAC Power Active. We innovatively used a 15sec media spot to speak to a captive target audience watching soap operas. Our commercial simply aggregates the previous 4 commercials and flushes them down to a clean white screen, demonstrating our powerful cleaning formula. The flush innovation was situationally relevant and helped DAC stand out from the clutter. A single-minded message to aid brand recall and product benefit. And an economical way of using the media budget.

Insights, Strategy and the Idea

New DAC Power Active is a unique toilet rim block – because it has 4 marbles that give it 4 times the cleaning power. This powerful combination means that it can flush away anything to keep toilets clean and hygienic. Our task was to raise awareness among housewives (ages 25 – 35) who want a clean home for their families and a clean toilet when guests come over (Culturally, it's an embarrassment in the region). After the daily chores, she watches regional soap operas, but the popular ones are frequently interrupted by commercial breaks. Also, commercial breaks in the Middle East are longer than the average international commercial break. Making them the perfect toilet break. Our consumer insight was simple – commercial breaks are the most frustrating part of watching any programme. Our connection was that DAC Power Active flushed away the irritating dirt and germs in the toilet.