IPA Effectiveness Awards 2010: Silver Award - Comfort Fabric Conditioner

campaignlive.co.uk, Friday, 05 November 2010 12:00AM

Title: Comfort challenges the 'rules' and wins big in South-East Asia

Client: Unilever Asia Private

Entrant: Ogilvy & Mather Asia Pacific

Authors: Benoit Wiesser, Anna Soliman, Ogilvy & Mather Asia Pacific; Daniel Brenikov, Ogilvy & Mather Hong Kong

Contributing authors: Yan Yi Chee, Ogilvy & Mather Asia Pacific; Vikas Gupta, Kshitij Singh, Fransisca Ho, Panipak Kovithvathanaphong, Daren Chuan, Unilever Asia Private; Marc Gilmore, Mindshare

Credited companies - Creative agency: Ogilvy & Mather Asia Pacific; media agency: Mindshare; animation house: Cirkus

Media used: Magazines, newspapers, outdoor/poster, PR, TV, website/microsite

IN A NUTSHELL

The 'Andy & Lily in Clothworld' campaign grew Comfort's share from 58 per cent to 67 per cent, generating incremental sales of nearly EUR157 million across three years.

SUMMARY

In 2006, Unilever's top global fabric conditioner brand, Comfort, was stagnating in South-East Asia. Sales were declining and value growth was lacklustre. A new communications campaign, "Andy and Lily in Clothworld", transformed the brand and its fortunes in the region. This paper proves how, by driving brand differentiation and perceived value, "Andy and Lily in Clothworld" has become one of the most effective campaigns in the region - in just three years. Comfort's share of the category pushed from 58 per cent to 67 per cent, its annual sales growth increased to 40 per cent in the first year, generating incremental sales of nearly EUR157 million across the three-year campaign period. Additionally, the net profit more than doubled to EUR28.8 million and the payback of brand communications substantially increased from 93 per cent to 141 per cent.

JUDGE'S COMMENT

This paper contains significant new learning for the industry around how to maximise global advertising locally, and highlights the value of real insight.

Jude Bridge, director of marketing, communications and campaigns, Save the Children.

This article was first published on campaignlive.co.uk

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