2016 Winners & Shortlists

Brief Explanation

Laundry is an ungrateful chore for which she gets no recognition. She believes she has to put in extra effort to get the result she wants. We developed a disruptive laundry story 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 that was conveniently known as “the laundry song” portraying laundry drama in a light-hearted, relevant way

Results and Effectiveness

The campaign was a success across platforms, surpassing all our KPIs and objectives. Tide recorded the highest sales shipment out in its history, made a buzz 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

Creative Execution

The media mix proposed reflected the habits and lifestyle of our consumer. We chose channels we know she watches, we targeted her online using FB, YT to reach her directly and this was complimented by a radio campaign running in the morning and the afternoon segments where she is the most likely to tune in driving a consistent message that Tide makes her laundry process simpler through the larger than life character Samah

Insights, Strategy and the Idea

Nothing comes easy in life for the Egyptian woman who is constantly weighed down with socio-economic, political issues. She believes laundry is complex and she needs to go through steps to get the best results that reflect on her. We drove a clear message that Tide is here to free her from these unnecessary steps so her laundry process is simpler and she has more time for the things that matter. We developed the communication mix on the specific channels where our audience spent their time picking prime time slots that would ensure maximum reach