ChallengeUnilever Thailand recently improved their formulation of Breeze Excel washing powder, simply put; this new innovation can now remove tough stains, like ink, in just 1 wash. This message had to be communicated to women across South East Asia through different media channels – the internet was one of them.

SolutionOnline shopping sites had the heaviest traffic from our target audience. And based on research, they were not interested in football – but they were interested in football players. So, we combined both their interests: Shopping and football players. We advertised a shirt (‘autographed’ by a popular footballer) on sites such as Ebay. However, when they accessed the page, they saw that the autograph was missing because the shirt had been washed once with Breeze Excel. This tongue-in-cheek approach clearly brought the benefit of the product to life.ResultsConsidering that it didn’t cost the client a single cent, it has proved to be more effective than distributing 10,000 leaflets (at a hefty price) with the same message* Sadly, no one placed a bid on the shirt, so we haven’t become rich, yet.

*based on knock and drop statistics in Thailand.