2014 Winners & Shortlists

The Brief

The objectives were to create hype and awareness about the, have consumer directly interact with the product (Lux dishwash) in a fun and engaging way

Describe how the promotion developed from concept to implementation

Lux dishwash falls is more of a Functional usage product category – So we first conceived the idea of people engaging with the product – actually using the diswash liquid. We then identified the loacation (the restaurant) which was frequented by our TG and then the whole shoot was planned on hidden camera. Disclaimers were taken from clients who took up the offer for usage rights.

Describe the success of the promotion with both client and consumer including some quantifiable results

Approx. 10m million people saw the coverage (with the all reach from online and offline coverage). Besides a host of celebrities also associated with this cause and this also led to the extension of the event where the proceeds were given to charity. So the whole event led to a much larger coverage and impact for the client

Explain why the method of promotion was most relevant to the product or service

Our objective was to get the customers to interact with the product in a direct yet meaningful way and have fun in the bargain. This campaign not only got the customer interaction but the coverage it generated – youtube, Press coverage, etc. and the social event spin off gave the client the mileage the they were was looking for .