Category: Best Use of Integrated Media
Advertiser: UNILEVER PAKISTAN
Product/Service: VIM DISH WASH BAR
Media Agency: MINDSHARE PAKISTAN, Karachi, PAKISTAN
Senior Media Planner: Farah Ali (Mindshare Pakistan)
Assistant Media Planner: Sohayb Anwar (Mindshare Pakistan)
Head Of Planning: Ateeq Rehman (Mindshare Pakistan)
Media Director: Fahad Bashir (Mindshare Pakistan)
Senior Manager Strategy: Aysha Jamil (GroupM)
Manager Buying: Aslam Khan (Mindshare Pakistan)
Media placement: TV Campaign- 400+ Spots - PTV , ATV, Geo Entertainment ,Ary Digital, Hum TV,TV One , A-Plus, Apna, Waseb, Sindh TV, Ary Zauq - 28 June 2011
Media placement: TV Campaign- 400+ Spots - Masala, Metro One, AAJ TV, Dunya, Express - 28 June 2011
Media placement: Radio Campaign - 24 Spots - FM 100, Fm 106.2, FM 99, - 28 June 2011
Insights, Strategy & the Idea
Would a housewife worry about her dish wash brand if she lived in a country which was torn in strife, sectarian violence, unstable government and rampant inflation?
How would a brand enter the market in which a single brand dominates and defines the category?
This is exactly the challenge Unilever Pakistan faced when it launched VIM in a market which was dominated by Max (Colgate Palmolive). Vim had to come back with a compelling proposition and media turnaround story for the target audience to believe and take notice. Unilever offered the best degreasing superior product.
But that was only half the battle won! The bigger challenge was driving engagement in a low involvement category. Our key insight was that Pakistani Housewives find dish-washing a boring and routine activity. In the pursuit to gauge their attention ‘Dishes’ came to life across mediums to tell their story and gripe for their rights.
Creative Execution
Our communication strategy took an unconventional route to getting our housewives attention. Dishes were personified, which came alive in new and surprising ways to engage with the housewife across TV, Print, Out of home, radio, social media.
• Campaign started with a 4 week Protest.
• Aired 10 second teasers on TV featuring animated characters (Plate, Glass & Wok) complaining about being dirty.
• Protests were staged outside the press club and key public areas by people dressed in dish costumes recorded and broadcast across TV and online channels.
• Protesting dishes appeared on live TV shows and radio raving about their bad situation.
• Facebook page was activated to gather support for the protesting dishes.
• Rescue: Once the Protests gained momentum and attention, Vim came to the rescue.
• 15 second animated TVC and Vignettes of happy dishes on the streets were recorded and aired on TV and live calls on Radio shows harping about VIM.
Results and Effectiveness
Within 5 months of the campaign, Vim achieved a market share of 8.9%.
Share of shelf for Vim reached 40% in just 5 months which is an extraordinary achievement for a newly introduced brand.
In less than 20 days VIM Protesting Dishes generated 20,000+ fans on Facebook.
Campaign digital activities generated 14Mn impressions.