Zoflora & ITV A Cross Platform Case Study

1. Zoflora & ITVA Cross Platform Case Study

2. Background to Brand • Thornton & Ross is a family owned business founded in Huddersfield in 1922. Zoflora is the company’s biggest and most well-known brand in the UK. • A value-for-money range of powerful, concentrated disinfectants, Zoflora is well known for its long lasting fragrances. • Tried-and-trusted for generations Zoflora has a wide variety of uses throughout the home. It has a much higher perfume concentration than is usual for household products and has become the fragrant alternative to other disinfectant brands.

3. The Challenge • Recent campaigns had been very successful in driving awareness and sales uplift. The challenge facing the client and their agency, Principles Communications, however, was how to introduce a traditional, well-established brand into the 21st century. • The client wanted to appeal to a new, younger generation of users without alienating its core consumer base of females 45+ • The idea was to highlight the brand’s heritage whilst encouraging new users to experience its USP. • The client and agency decided to embark on a new strategy which would introduce the brand to a new audience and in a modern and innovative way by taking advantage of ITV’s digital channel offering and beyond the spot opportunities.

4. The ITV Solution • A range of bursts on different ITV channels allowed Zoflora to showcase a range of products to a wide range of audiences • A national interactive TV campaign offered people the chance to interact with Zoflora and experience its USP through new and exciting technology. • The interactive element enabled Zoflora to capture a new, younger audience whilst retaining their tradition and heritage through regular spot advertising

5. Campaign Objectives • Raise awareness and promote the brand’s USP • Deliver the fragrance to new, younger users whilst also strengthening relationship with existing users • Create consumer interaction with the brand • Increase sales and grow market share

6. Television Campaign Details • Television advertisements targeting housewives 35+ ran across ITV1 daytime, ITV2 daytime and early peak, ITV3 all time and other multichannel stations from 1st June and 20th July 2007. • The total budget was £254,000* • The ITV family took 70.5% share of the campaign** • Second lengths used were 30 and 10 seconds with a 1:1 ratio • The interactive element ran on ITV1, ITV2 and ITV3 and featured informative and engaging product information which included a competition giving viewers the chance to win a cleaner for a year and also a free sample of the product. * Source: NMR Ad Dynamix ** Based on RW Adult Impacts

7. Campaign Coverage Achievement Source: DDS Craft/BARB – Jul07

8. Interactive Campaign Results • The Zoflora iAd generated more than 2,700 responses in under a month • On average, viewers spent more than 5 minutes within the application • The iAd received high levels of interaction across ITV1 and ITV’s Digital Channels

9. Overall Responses - +2720 respondents Increased response growth over campaign period of 28 days

10. Results • The partnership of Zoflora with the ITV family of channels, two well-established brands, provided the perfect platform for a highly successful outcome • The television campaign delivered above target coverage and frequency and enable the key messages to be communicated to the Zoflora target audience. • Sales increased significantly during the campaign period. • Finally, the interactive element delivered significant responses and allowed Zoflora to reach a new audience.

11. We were delighted with the outcome of the campaign for Zoflora. The use of both ITV1 and its digital channels plus the interactive element enabled the product benefits to be communicated successfully to our core users whilst also engaging with new consumers. Amber Corns Senior Product Manager Thornton & Ross Ltd Testimonial This fully interactive campaign helped increase the brands visibility within the multi-media age. This also ensured higher brand engagement levels in a highly competitive marketplace. This was all achieved within a cost effective budget compared to some major players within the household cleaning marketplace. The campaign exceeded it’s objectives and reached both new and existing users in large numbers, as audited by TNS Worldpanel 2007 Ian Wright – Head of Broadcast – Principles Media