| Title | CLEANER FOOTBALL MACHINE |
| Brand | INDESIT COMPANY |
| Product/Service | WASHING MACHINE |
| Category |
B07. CORPORATE IMAGE & INFORMATION |
|
Entrant Company
|
JWT ITALIA Milan, ITALY
|
|
Advertising Agency
|
JWT ITALIA Milan, ITALY
|
|
Production Company
|
FM PHOTOGRAPHERS Milan, ITALY
|
Credits
| Enrico Dorizza |
JWT ITALIA |
Chairman/Cco |
| Sergio Rodriguez |
JWT ITALIA |
Ceo/Cco |
| Daniela Radice |
JWT ITALIA |
Executive Creative Director |
| Paolo Cesano |
JWT ITALIA |
Vice Creative Director |
| Simone Adami |
JWT ITALIA |
Senior Art Director |
| Totò Li Vecchi |
JWT ITALIA |
Copywriter |
| Alessandra Pellegrineschi |
JWT ITALIA |
Account Executive |
| Matteo Bottin |
FM PHOTOGRAPHERS |
Photographer |
| Fabio Orefici |
FM PHOTOGRAPHERS |
Director |
| Cesare Malescia |
J |
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
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
Less swear words, more happy women during football matches
Explain why the method of promotion was most relevant to the product or service
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.