Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: UNILEVER
Product/Service: HANDY ANDY CREAM
Agency: OGILVY DURBAN
Agency: MANN MADE MEDIA
Agency: THUMB TRIBE
Creative Director: Cameron Kurt Krieger (Ogilvy Durban)
Copywriter: Oliver Payn (Ogilvy Durban)
Art Director: Martin Pace (Ogilvy Durban)
Director: Tyron Janse Van Rensburg (Mann Made Media)
Producer: Marie Cilliers (Mann Made Media)
Supervisor: Graeme Haley (Thumb Tribe)
Media placement: TV campaign - Free to air TV Channels, Mobile - 13 June 2011
Campaign Description
The South African media landscape reflects the diversity that this country is so well known for. That said, while we have paid satellite channels, this is really only for a limited portion of the market and certainly not within reach of our core Handy Andy target market. Our consumers watching only free to air TV do not have the pleasure of reality shows such as the ‘Extreme Home Makeover’. As a result, the concept of a Home Makeover show is an exciting, new addition to their otherwise bland viewing.
Furthermore, stories about uplifting the lives of fellow South Africans are something that resonates well with this consumer group. This show represents the first of its kind in this market - where the brand is integrally woven into the actual content and central to the format of the show. In terms of regulations, the Advertising Standards Authority of South Africa mandates that no comparative advertising be allowed, this precludes us from referring to competitor products. As a result, proving the brand’s superiority is therefore more challenging - we can only show ‘before and after’. In addition, this format of Branded Content cannot be longer than 3 minutes.
Effectiveness
The economic crunch did not bypass our beloved Handy Andy. South Africa was cleaning less, using less product to do the same cleaning and using cheaper brands to get it done. The business challenge was clear: get consumers to use more Handy Andy. This was no small challenge, Handy Andy is almost double the price of Dealer Owned Brands. We needed to create a campaign that would drive consumers to use Handy Andy not only on their Kitchen and Bathroom surfaces, but on all household goods, proving the superior performance of Handy Andy and thus justifying its price premium. We used‘rejuvenation as a creative way to get consumers to reappraise their views on cleaning, showing that with Handy Andy they could make old possessions, new. Our solution: The Handy Andy Home Show.
A first-of-its-kind branded content show, where real South Africans had an opportunity to have a room in their home renovated. The shows were all very real in terms of human emotion and as a result captured the imaginations and hearts of all who watched them. All in all, there were 10 episodes broadcasted over 10 weeks. Each TV episode was translated into an advertorial format for newspaper and magazine content. In addition, when consumers went in store, there was a range of point-of-sale elements that reminded consumers to do their own rejuvenations at home with Handy Andy. A mobile site extended the conversation – a one-stop shop for instructions and tips on how to do your own rejuvenations. The TV show was available for download here, along with inspiring home décor content – there was even a weekly competition that offered consumers exciting home décor prizes.
Implementation
To ensure viewership from the beginning of the campaign, we went on air 2 weeks prior, with 10” and 30” TV promos. These continued throughout the 10-week show. Adverts and advertorials were run in all major print and press titles with supporting radio advertising.
The mobile site and in-store point of sale material further directed people to watch the show.
Outcome
This campaign saw the brand’s market shares increase, with volumes going up significantly over the period when the show broadcasted. The mobile site was more successful than we could ever have imagined, with over 7,000 new users accessing the site daily.