IPA Effectiveness Awards 2006: Silver Award - Daz

Campaign title: Cleaner Close
Client: Procter & Gamble
Agency: Leo Burnett
Authors: Becky Barry, Gurdeep Puri and Mike Treharne, Leo Burnett
Contributing Author: Maggie Merklin, Analytic Partners
Media used: TV, print, outdoor, interactive, PR, radio, press

IN A NUTSHELL: Using the power of TV entertainment, the campaign delivered greater brand cut-through, higher advertising involvement and an increase of its ROI to £2.19 in 2004-5.

SUMMARY: At one level, this is a straightforward effectiveness paper that demonstrates how an advertising campaign made money for an advertiser through the power of television. But more than this, it shows that by understanding how consumers interact with the medium of television, an advertiser can generate significantly more ROI for significantly less investment. Using the power of TV entertainment, Daz delivered a holistic media strategy with a remit to entertain rather than to inform by creating their own soap opera, "Cleaner Close". The strategy resulted in greater brand cut-through, higher advertising involvement, improved brand image ratings and significant brand switching, resulting in higher value share and an increase of its ROI from £1.21 in 2001-2 to £2.19 in 2004-5, with long-term ROI predicted to be at least £3.29 and as much as £5.

JUDGE'S COMMENT: The campaign used the big idea of a "soap" to promote a soap which engaged and resonated with the target audience. Reviving the historic link between soap and soap operas was an innovative approach, creating brand entertainment and generating a convincing return on investment.

- Matthew Howe, senior vice-president, chief support officer, McDonald's Restaurants UK.

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