IPA ADVERTISING EFFECTIVENESS AWARDS 2000: INTERNATIONAL AWARD - Sponsored by WARC

4-STAR WINNER

PAMPERS

Agency: Saatchi & Saatchi (South Africa)

Author: Sangeeta Karumanchi

Client: Martin Franklin for Procter & Gamble

Creative Director: Wyn Crane

Art Director: Wyn Crane

Copywriter: Wyn Crane





THE SUBMISSION

This case shows how innovative strategic thinking and a will to win caused a paradigm shift in the diapering habits of a nation. South Africa is a country of fine weather, low average income and relatively inexpensive domestic help. How then, do you convince South African mothers to pay a premium to diaper their babies in Pampers? Saatchi & Saatchi and Procter & Gamble were able to do just that, exploding the disposable diaper market in South Africa and achieving over a three-to-one return on their advertising investment through market share and profit growth.



THE JUDGES' VIEW

The winner of the International Award gave a clear message for global advertisers on the benefits of a tailored approach for key local markets.

The judges found this to be a very honest, well-constructed paper with objective analysis and convincing evidence of payback. It provided an interesting insight into Procter & Gamble evaluation from one of its agencies.

It gave an intriguing insight into how advertising can tackle different cultures, target types and developing markets and demonstrates that a clear change in attitude and habits will provide long-term gains. There clearly was a change in consumer attitude and behaviour as a result of the advertising. A good example of the basic advertising rule - start with your consumer and understand their needs - irrespective of the 'developed or otherwise' state of the market.



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