2016 Winners & Shortlists

Brief Explanation

Insight: Laundry is an ungrateful chore for which she gets no recognition, “no news is good news”. She believes she has to put in extra effort to get the result she wants. Idea: We developed a disruptive & engaging laundry story that struck a nerve with our target in a cheeky manner exposing the over complicated laundry process and the time/energy they invest to get the best results. The protagonist works contrary to the way traditional laundry ads portray their main characters by leveraging a larger than life persona that exposes the false laundry beliefs. We spoofed an iconic song by famous Arab singer (Nancy Ajram) that was conveniently known as “the laundry song” putting Samah in the forefront of this laundry drama in a in a light-hearted and relevant way that would resonate with audiences.

The Campaign

Tide was losing share and affinity with Egyptian consumers. TVCs became boring and predictable laundry stories. The challenge was to create disruptive communication that would shake perceptions of laundry ads and revamp the image of the brand by bust complicated laundry myths with a simplification message. It is an innate human characteristic that we tend to overcomplicate things because we find it hard to accept that we really can keep it simple and succeed. Our mission was to free her from these laundry chores, through Samah’s stories, by helping her understand that with Tide her laundry process can be simpler Execution: Samah is so swamped with laundry chores and processes that she is missing out on the things in life that matter to her up until Tide freed her. This was reinforced through activities online and offline by generating buzz to make our anti-hero the talk of the town.

Creative Execution

Multiple executions were developed depicting a journey from the offline to online realms which were leveraged digitally by posting the music video spoof and the mainsell follow up stories to the Tide Facebook & YouTube pages to spark conversations and engagement online through one integrated story. Shorter benefit driven bumpers were developed and leveraged i-videos such as pre-rolls that would direct viewers to the full length feature films.

The campaign was a success across platforms, surpassing all of our KPIs and objectives. Tide recorded the highest sales shipment out in its history, it became the buzz of the town with people talking, sharing and starting conversations about Tide and Samah, putting the brand at the forefront of conversations both offline and online. Equally impressive were the results generated online as per the following metrics developed and geotagged specifically for the Egyptian market: Reach: 15,903,564 Impressions: 53,110,252 Total video views (FB+YT): 3,445,742 Other numbers: Engaged unique users: 365,513 Organic views: 175,311 (67,109 to completion) Post "consumptions" (clicks including likes, comments and shares): 397,681