2014 Winners & Shortlists

The Brief

We wanted to raise awareness about ClearBlue ovulation test and its importance for women looking to conceive accurately and efficiently, stress free and with much fun. Our primary target was women who are aware of the Clearblue brand as a pregnancy test, but were not aware about the Clearblue Ovulation test, that helps them to identity the 2 most fertile days to conceive wit a 99% accuracy.

Describe how the promotion developed from concept to implementation

Because New Year's Eve is all about planning and couple intimacy, we made a sexy New Years’ Eve kit that contained a trendy white mask, mint breath fresheners for the midnight kiss, cotillion and a door hanger inspired from women's lingerie: “Do Not Disturb. Baby In The Making”. It invites women to embrace ClearBlue ovulation test in their new year’s resolution and plans, making their baby just one smile away. The kit was distributed to women in restaurants, malls, offices and lingerie shops, and the door hanger was inserted within 30,000 issues of two main newspapers in Lebanon.

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

The effectiveness of this campaign was measured by the awareness and reach it has achieved with 2,000 women receiving the kit in their offices/restaurants/malls - 200,000 email hits were sent, 30,000 Clearblue door hangers were inserted in the 2 main Lebanese newspapers, as well as distributed in 6 main Lingerie shops and 200 pharmacies in Beirut, and the making-of was also uploaded on Clearblue's Lebanon's facebook page. The objective of this campaign was ti create awareness for the Clearblue ovulation test, so it becomes top of mind whenever they think of conceiving a baby.

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

Planning to have a baby is a very exciting time for all couples looking to conceive! But when it doesn’t work, it can become a frustrating obligation. Many women still use old and inefficient ways to plan a baby such as calendar and temperature methods. We wanted to have a humorous/sexy approach with our target audience to bring them closer to the brand in a fun and engaging way. Being all about planning, resolutions and couple intimacy, New Year’s Eve was the perfect occasion for a ClearBlue seduction kit with its door hanger "Do not Disturb, Baby in the Making".