Title | CLEANER FOOTBALL MACHINE |
Brand | INDESIT COMPANY |
Product/Service | WASHING MACHINE |
Category |
A02. DIMENSIONAL MAILING |
Entrant Company
|
JWT ITALIA Milan, ITALY
|
Advertising Agency
|
JWT ITALIA Milan, ITALY
|
Production Company
|
FM PHOTOGRAPHERS Milan, ITALY
|
Credits
Sergio Rodriguez |
JWT ITALIA |
Ceo/Cco |
Enrico Dorizza |
JWT ITALIA |
Chairman/Cco |
Paolo Cesano |
JWT ITALIA |
Vice Creative Director |
Daniela Radice |
JWT ITALIA |
Executive Creative Director |
Totò Li Vecchi |
JWT ITALIA |
Copywriter |
Simone Adami |
JWT ITALIA |
Senior Art Director |
Alessandra Pellegrineschi |
JWT ITALIA |
Account Executive |
Matteo Bottin |
FM PHOTOGRAPHERS |
Photographer |
Fabio Orefici |
FM PHOTOGRAPHERS |
Director |
Cesare Malescia |
JWT ITALIA |
Digital Project Manager/Creative |
The Brief
For years, Indesit has been sponsoring some of the most important European football clubs,
actively promoting 'clean' football. After a series of operations in the stadiums, aimed at
supporting a concept of football based on respect, it was necessary to boost the connection with
our target by reaching straight into the homes of our female customers.
Creative Execution
Also this year, Indesit has proved to be the symbol of clean football, paying special attention to its
core target: women. With the Cleaner Football Machine, Indesit has reached straight into their
homes and has given people happiness and fun, promoting even more customer loyalty.
Describe the creative solution to the brief/objective.
Our idea was to offer our customers a special service: cleaning the language of their partners,
who notoriously speak 'dirty' while watching football matches. With a DEM, we asked the 50,000
women from our Facebook page to tell us whether they were annoyed by the language of their
partners during the matches, and then we selected a sample of 300 women among the
responders. We sent them the Cleaner Football Machine, a vocal recognition device patented by
Indesit, able to recognise swear words and jam the TV signal for ten seconds afterwards.
Results
Less swear words, more happy women during football matches.