2013 Winners & Shortlists

Results and Effectiveness

The creative execution of the campaign in the tabloid newspaper resulted in an even higher awareness level of the brand and it's capability to not only clean but also kill germs. The campaign became viral when people started taking pictures of the ads on their phones and circulating them through facebook, whatsapp and BlackBerry messenger.

Creative Execution

Al Waseela is a local classified newspaper that is circulated door to door on a weekly basis. The content of the newspaper is mainly classified ads (used cards for sale, flat rental, recruitment posts, open garage sale…etc). With that in mind, we utilized the tabloid newspaper for the teaser/revealer phase and ran different classified ads before the launch and after the launch of Domestos to the market. The idea was to dramatize the germs story and make it look like they’re normally living amongst us and even running their own civilized ads in Al Waseela before launching Domestos (germs hiring, germs tourism, flat rental….etc. Then run different ads after launching the brand dramatizing the chaos and tragedy those same germs are going through (condolences ads, final liquidations ads, for urgent sale ads…etc)

Insights, Strategy and the Idea

With a bleach market size of 55m Euros in 2011 and a minimum year-by-year growth of 5%, Unilever embraced the challenge and entered the battlefield to compete head-to-head with the market dominator, Clorox. Unilever decided to bring to the Saudi market a very powerful thick bleach that does not only clean well, but also kill all known germs. Insight: Housewives know that germs exist in the most clean looking areas in their homes. These germs live and flourish in most areas (bathrooms, kitchen). Every housewife creates her own secret recipe to be mixed with Clorox to achieve the ideal cocktail for CLEANING and GERM KILLING. DON’T FIGHT GERMS, DESTROY THEM. The creative idea was to activate the germs and make them seem like “world dominators”. We introduced through a teaser phase 3 leader germ characters with funny names/titles. Then we revealed Domestos as the ultimate sole destroyer of germs; leaving germs behind either killed or homeless if lucky enough.