REMOVE DOUBT

Credits & Description:

Category: Flat Mailing
Advertiser: UNILEVER
Product/Service: BREEZE EXCEL STAIN REMOVER
Agency: LOWE
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Dominic Stallard (Lowe Bangkok)
Chief Creative Officer: Clinton Manson (Lowe Bangkok)
Executive Creative Director: Dominic Stallard (Lowe Bangkok)
Executive Creative Director: Clinton Manson (Lowe Bangkok)
Copywriter: Arfann Hajiwa-Ngoh (Lowe Bangkok)
Art Director: Patcharapon Suwanagoud (Lowe Bangkok)
Planner: Ranjit Jathanna (Lowe Bangkok)
Media placement: Flat Mailer - Bangkok, Thailand - 30 April 2010

Describe the brief/objective of the direct campaign.
Through a sampling activity, convince lapsed Breeze users (who have switched to cheaper brands that require a higher dosage) that Breeze delivers on its claim to 'remove stains in 1 wash' with a single dose.

Explain why the creative execution was relevant to the product or service.
Quali/Quanti research groups gave us direct access to lapsed users. Each participant was given a pen (one of the hardest stains to remove) and a t-shirt printed with kids activities. Aside from the novelty, kids could learn something new while staining the shirt (after all, the global strategy is 'Dirt is Good' To clean the shirt, lapsed users could also learn something new by sending off their coupon to receive a free sachet (small dose) of Breeze that removes stains in 1 wash.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Quali/Quanti research groups gave us direct access to lapsed users. Each participant was given a pen (one of the hardest stains to remove) and a t-shirt printed with kids activities. Aside from the novelty, kids could learn something new while staining the shirt (after all, the global strategy is 'Dirt is Good'. To clean the shirt, lapsed users could also learn something new by sending off their coupon to receive a free sachet (small dose) of Breeze that removes stains in 1 wash.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Initially used as part of a strategic project to interact with only lapsed users, an8 out of 10 average redemption rate has encourgaed Unilever to implement this affordable interactive mailer across all research groups which accounts fro at least 5000 target consumers annually. The direct component has slao enabled Unilever to build a comprehensive user database for future offers, news and promotions.