AS REAL AS YOUR DIRTY LAUNDRY
Brand | PROCTER & GAMBLE |
Product/Service | TIDE |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Fast Moving Consumer Goods |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
Media Agency
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Production Company
|
BIGFOOT FILMS Cairo, EGYPT
|
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
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Executive Creative Director |
Manal Nagi |
Leo Burnett Beirut |
Creative Director |
Despina Memarogli |
Leo Burnett Beirut |
Art Director |
Charbel Abou Jreich |
Leo Burnett Beirut |
Art Director |
Alex Simonian |
Leo Burnett Beirut |
Regional Communication Director |
Elsa Azar |
Leo Burnett Beirut |
Communication Executive |
Zeina Joujou |
Leo Burnett Beirut |
Regional Planner |
Zeina Mokdad |
Leo Burnett Beirut |
Agency Producer |
Lama Bawadi |
Leo Burnett Beirut |
Senior Copywriter |
Mohammed Sehly |
Leo Burnett Beirut |
Copywriter |