2016 Winners & Shortlists

The Brief

Scotch-BriteTM operates in a low involvement commoditized category that is also highly competitive. Consumers lack understanding of the product range or its usage, which also makes switching very rampant. As a leader within the home cleaning category Scotch-BriteTM wanted to propel their leadership position further by creating something arresting. They needed an idea to increase involvement and achieve a topline growth of 10% within 30 days. Our strategy was to create something unique and purposeful that could stimulate a response and also become a sharable asset. That seeded the idea of reimagining the iconic Burj Khalifa using Scotch-BriteTM supplies.

Creative Execution

The purpose was to educate the consumers about the entire range of Scotch-BriteTM products by showcasing them on the Burj Khalifa replica. Secondly, we wanted to draw people to the home cleaning section at Geant through the installation. And finally, we wanted to convert the same consumers into broadcasters and make them share their experience with others. The campaign was executed in the given timeframe and ran as planned between 24.12 2015 to 31.01.2016 at Geant IBN Batuta and Yas Mall. Step 1: Pre-Launch We started with a teaser campaign on the Scotch-BriteTM FB Page, giving our fans a heads-up on the promotion. Simultaneously we documented the construction of the installation using time-lapse and made it in to a video to be played on a screen alongside the installation. Step 2: Launch The promotion was launched on 30.12.2015 through a Selfie contest at both the Geant stores.

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

Without a single fils spent on paid media the Burj Khalifa campaign exceeded the set target of 10% and achieved +16% growth with a whopping 52% jump on the average sales run rate of 2015 for the same location. What’s more 54% of the overall target was achieved within the first 8 days of the campaign. Geant IBN Batuta • 2016 Campaign Period: AED 56721 • 2015 Campaign Period: AED 48739 • 2015 Average: AED 39438 Geant Yas Mall • 2016 Campaign Period AED 18660 • 2015 Campaign Period: AED 16270 • 2015 Average: AED 10019 (Source: Official 3M Sales Figures) The campaign also caught the attention of various media publications across traditional and digital platforms giving the campaign press coverage worth more than AED 80,000

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

The ‘Home of Icons’ was part of a promotional campaign to drive sales and on-ground consumer engagement in a retail environment. The campaign was a period specific activity targeting homemakers in Dubai and Abu Dhabi. The campaign elements included an installation (model replica of the iconic Burj Khalifa), POSM materials, floor sticker, to create immediate activation for sales of Scotch-BriteTM cleaning products viz., scourers, wipes and floor care.