Finish dishwasher tablets have historically advertised to audiences in the region through rational product benefits. However declining sales indicated that the traditional way was not working how it once used to. Coupled with the fact that the overall dishwasher category had stagnated, a different approach was required.

As the category leader and with stagnating product sales and category growth, the challenge was to sell more dishwashing tablets

Success would be measured on the basis of

1. Growth in dishwasher tablet sales (KP1 +10%)

2. Growth in off take/consumption growth (KPI +10%)

Business:

• Increase in dishwasher sales - 24% increase (New KPI & Benchmark Set)

• Dishwasher detergent category growth – 12% increase

• Finish sales growth – 30% increase. (KPI= 10%)

• Finish offtake/consumption growth -15% increase (KPI= 10%)

Media:

• Reach: Hygiene 55% (over-achieved by 11%),

Impact On Life 23% (over-achieved by 15%)

Value For Money 63% (over-achieved by 26%)

• VTR: 34% (over-achieved by 89%)

• CTR: 0.29% (over-achieved by 61%)

• 55m impressions (double average engagement)

• 12.1m total reach

Brand Lift studies:

• Hygiene – 11.5% lift in Ad Recall.

• Impact on Life – 17.1% lift in Ad Recall and 10.8% lift Brand Awareness.

• Value-for-Money – 8.8% lift in Ad Recall and 9.9% lift in Consideration.

The campaign received global acknowledgement and created new industry benchmarks.

More importantly, the results reflected that we were successful in turning a chore into a symbol of freedom.