2014 Winners & Shortlists

Results and Effectiveness

The entire batch of 10,000 limited edition bottles sold out in just 4 days. This is a true testament to a country that’s prides its national dress. It’s Henkel’s most successful promotional campaign to date.

Creative Execution

Our media partner made sure that these limited edition bottles were released at prominent supermarket chains across the country. They were displayed on stand-alone kiosks as well as given pride-of-place on the supermarket shelves. This helped reinforce the campaign idea of ‘Preserving Pride’. Using print, in-store POS and leveraging the Persil Facebook page we helped promote the campaign building up to UAE National Day.

Insights, Strategy and the Idea

We wanted to run a successful promotional campaign for Persil Black & White that coincided perfectly with UAE National Day. More importantly we wanted to leverage a true cultural insight that would resonate with the hearts and minds of our target audience, the Emiratis. Emiratis are one of the few people that wear their national dress every day of the year. And we wanted to celebrate and honour this. The fact that Persil White and Black are specially designed to keep kanduras and abayas looking clean and new, gave us the perfect platform and a very compelling reason to do so.