Category: Titanium and Integrated
Advertiser: PROCTER & GAMBLE
Product/Service: ACE LAUNDRY DETERGENT
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Ruy Lindenberg (Leo Burnett Tailor Made)
Regional Creative Director: Liliam Cordoba (Leo Burnett Mexico)
Art Director: Javier Talavera (Leo Burnett Tailor Made)
Art Director: Matheus Matsumoto (Leo Burnett Tailor Made)
Copywriter: Rita Corradi (Leo Burnett Tailor Made)
Copywriter: Flavia Coradini (Leo Burnett Tailor Made)
Regional Account Director: Uli Barth (Leo Burnett Mexico)
Account Vice President: Pablo Arteaga (Leo Burnett Tailor Made)
Account Director: Isabel Coletta (Leo Burnett Tailor Made)
Account Supervisor: Carina Arouche (Leo Burnett Tailor Made)
Regional General Manager: Jorge Meszaros (Procter & Gamble)
Regional Marketing Director: Thomas Amann (Procter & Gamble)
Marketing Director: José Cirilo (Procter & Gamble)
Regional Brand Manager: Bernardo Abrantes (Procter & Gamble)
Brand Manager: Luis Siqueira (Procter & Gamble)
Vice President (Media): Fernando Sales (Leo Burnett Tailor Made)
Media Director: Ana Claudia Rosati (Leo Burnett Tailor Made)
Media Manager: Adriana Lira (Leo Burnett Tailor Made)
Vice President (Planning): Marcello Magalhães (Leo Burnett Tailor Made)
Planning Director: Amanda Felicio (Leo Burnett Tailor Made)
Media placement: TV - TV Spot 30": Globo, Record, Band, SBT, Rede TV! - 3/10/2011
Media placement: Merchandising actions - Globo TV/ Record TV - 3/10/2011
Media placement: Social Media - Facebook/Twitter/Youtube - 3/10/2011
Media placement: Internet - R7/Globo.com/Yahoo/MSN/IG/TERRA/Contigo - 3/10/2011
Media placement: Radio - Cidade FM/Laser FM/Sul America - 3/10/2011
Describe the campaign/entry
The brand of laundry detergent Ace had been out of the media for 3 years and decided to return with a language connected to the universe of their consumers: the world of soap operas. We developed a campaign in the form of soap opera and launched a mystery: Whose is the grubby bra? The first episode of 'Villa Branca' received 5 different endings, casting the suspicion on the owner of a grubby bra found by a mother in her son's room. Consumers were asked to unravel the mystery. We set up an entertainment centre and debates in which people voted on their suspicions and got to know the product better. Each suspect had only 1 alibi to defend against the accusation: all of them used Liquid Ace. The campaign had some special guest appearances: a famous soap opera actress, a TV host and the singer Wando - famous for collecting lingerie from his fans - who composed the song for the mystery bra.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was initially aired on open TV. The same episode had five different endings, featuring the suspects: a waitress, a chef, the actress Ellen Roche, a Mysterious Women and the Nerd. The ads invited people to help unravel the mystery on the internet. Product placement actions on TV’s top programs and pages on Facebook, YouTube and Twitter helped ignite the mystery. Over 20 films talked to consumers in a light hearted and fun way, the song by Wando played on the radio and the soap opera generated content and spontaneous media in magazines and websites on TV and entertainment. In January 2012, the whole country discovered that the grubby bra was from someone above any suspicion
Give some idea of how successful this campaign/entry was with both client and consumer
In the 3 months of the campaign Ace sales tripled and the brand received a remarkable engagement as well as one of the best returns on investment in PR ever registered in Brazil. From a non-existent presence on Social Networks, Ace converted 25% of visits to its fanpage into Facebook fans. Fans commented on the campaign, watched the videos and shared content with their friends. Millions of people were impacted and using impact formats we got a significant optimization of online media with a brand exposition almost 3 times higher than estimated.