Sensational Whiteness with Persil at Sensation!

1. Sensational Whiteness with Persil at Sensation! Белый Квадрат 2010 Media Project Competition M6 Hit in a having a special purpose audience / Попадание в целевую аудиторию

2. Summary • Participant:Optimum Media OMD • Advertiser: Henkel Group • Product: Persil • Campaign dates (from – to):01.06.2009 – 13.06.2009 • Media team: • Elena Rodina, Media Group Head, Optimum Media OMD • Elvira Kuptsova, Special Projects Manager, Optimum Media Buying • Sergey Ryazaev, TV & Sponsorship Buying Director, Optimum Media Buying • Ekaterina Alon, Junior Media Manager, Optimum Media OMD

3. Marketing challenge & brand insight • When young adults leave the nest and become independent, they are faced with new realities, including the need to buy laundry detergent. • Persil wanted to become the brand they recognize and choose when they are in-store. • Traditionally, Persil’s message speaks to housewives. • The benefits Persil promises are functional – the ultimate in clean, white laundry, and emotional – well-being for myself and my family, relief from housework, confidence. • But none of this is particularly relevant to young consumers. • Our task was to put Persil into the minds of Russia’s youth.

4. Consumer insight & communication strategy • However, we knew that laundry would always be a no-interest subject. • Laundry detergent is simply not something young people talk about. • We needed to increase relevancy for young adults. • Our idea: create a new link in young consumers’ minds: • Persil = Looking Good. • We looked for an opportunity to seamlessly intertwine “Persil” and “Looking Good” in a territory where young adults would be open to embracing the idea.

5. Creativity of communication & execution • Sensation, a massive international dance event, announced it was coming to St. Petersburg. • To pass face control, you must be dressed all in white. • And of course, everyone going to a dance party wants to look good. • It was exactly what Persil needed – and we launched “Sensational Whiteness with Persil at Sensation!”

6. Persil 5” spot on MTV – always broadcast with Sensation Creativity of communication & execution • All communications promoting the event were focused on reaching Russia’s youth – key media used were internet and MTV. • For two weeks building up to the party the Persil message was broadcast alongside Sensation announcements, • putting the brand where it had never been before: at the center of youth’s attention. • In fact, on the Sensation forum people were recommending Persil to each other – a brand manager’s dream – and even made jokes about how the organizers used Persil to keep the decorations (the famous white Tree of Love) clean.

7. “ Guys…. It’s a cool theme with detergent. Asked mum to wash t-shirt with I’m gonna wear on Sens., it’s really getting white, amazing… “ “ Is there only one TREE for all Sensations?? Or they sew a new one every single time???) “ “ Yep, it’s a really good stuff to wash with. Price is not high, quality is super “ “ They wash with Persil and send it to another country “ “ In Holland they have a bunch of those trees). They spread Persil all over the ground and the trees grow) “ Creativity of communication & execution

8. Creativity of communication & execution • Then on 12 June it was showtime – with Persil’s red logo integrated throughout the all-white arena: • Persil’s “Sensational Whiteness” video was broadcast once every 20 minutes on the video screens throughout the arena. • The Deluxe Zone at the arena was branded with Persil, with laundry lines of white clothing hanging over the heads of guests. • At the Sensation White Shops, selling specially-designed clothing for the party, everyone who made a purchase received a Persil sachet. • Persil red logos were integrated into the white shop design, and a Persil video was broadcast on screens in the shops.

9. Execution • Persil 30-sec TVC shown every 20 minutes, in the dance area and on plasma screens in the hall:

10. Execution • Persil-branded Deluxe Zone:

11. Execution • Persil at Sensation Shops:

12. Describe the media solution • Insert video here

13. Results • Leveraging a single one-night event, we made Persil the focus of attention for thousands of young Russians – people who had never given much thought to detergent before. • Over 100,000 people interacted with Persil on the forum. • 25,000 people aged 18-35 bought tickets to Sensation • the population of a small European city! • Every guest at Sensation walked by at least one Sensation Shop, where they couldn’t help but see the red Persil logo in the sea of white. • 8,000 people had passes to the Persil-branded Deluxe Zone.

14. Results • Sensation was broadcast live all night long on MTV, • the Persil = Looking Good message reached across the entire country. • Data from TNS shows a positive trend among our target audience: • Among people aged 18-34: • Brand awareness up 9% (Moscow) • and 2% (St. Petersburg) • Share of people aged 18-34 among Persil users increased by 8% (St. Petersburg)