| Title | FAIRY |
| Brand | P&G |
| Product/Service | FAIRY |
| Category |
F01. Excellence in Media Insights & Strategy |
|
Entrant
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ACW GREY TEL AVIV, ISRAEL
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|
Idea Creation
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ACW GREY TEL AVIV, ISRAEL
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|
Idea Creation 2
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MEDIACOM CONNECTIONS Tel Aviv, ISRAEL
|
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Media Placement
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MEDIACOM CONNECTIONS Tel Aviv, ISRAEL
|
|
PR
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MEDIACOM CONNECTIONS Tel Aviv, ISRAEL
|
|
PR 2
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GREY CONTENT Tel Aviv, ISRAEL
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Production
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GREY CONTENT Tel Aviv, ISRAEL
|
Credits
| Tal Riven |
ACW GREY TEL AVIV |
Cheif Creative officer |
| Yonatan Title |
ACW GREY TEL AVIV |
Creative Director |
| Asa Keren |
ACW GREY TEL AVIV |
Creative Director |
| Ad noy |
ACW GREY TEL AVIV |
Copywriter |
| Ido katzir |
ACW GREY TEL AVIV |
Copywriter |
| Shai Almagor |
ACW GREY TEL AVIV |
SVP Account Director |
| Adva Aizinger |
ACW GREY TEL AVIV |
Account Supervisor |
| Tal Greengrass |
ACW GREY TEL AVIV |
Account executive |
| Gilad Kat |
Mediacom Connections |
Regional Communication Planning Director |
| Shimi Hamias |
Mediacom Connections |
Chief Client Lead |
| Yulia Shavelzon |
Mediacom Connections |
Trade Director |
| Dana Wolfsfeld |
Mediacom Connections |
Communication Planner |
| Rami Rushkevits |
Grey Content |
CEO |
| Mor Litver |
Grey Content |
Account Supervisor |
| Ilan Tsinman |
Grey Content |
Client Service Director |
| Roey Barkan |
Mediacom Connections |
Digital Lead |
| Ohad Yael |
Grey Content |
Branded Content Lead |
| Yaron Farizon |
Mediacom Connections |
CEO |
Why is this work relevant for Media?
We had the best dishwashing capsules in the market but consumers wouldn’t notice as 80% of them pre-rinsed dishes by hand before putting them into the dishwasher. We wanted to shine a light on the absurdity of pre-rinsing and how new Fairy dishwasher capsules deem it unnecessary. So we launched a fake appliance - the PreWash2000 , a pre-dishwasher dishwasher and we launched it with a big bang using the same media vehicles one would use to launch a real appliance - TV commercials, Online, Social, instore and even the shopping-channel making sure everyone sees the ridicule in pre-rinsing dishes.
Background
Imagine that you just bought a brand-new washing machine but you keep washing your laundry BY HAND EVERYTIME. Ridiculous as this may sound, when it comes to dishwashing recent research shows that 80% of people that own an AUTOMATIC dishwasher still wash their dishes by HAND before putting them inside the machine. Fairy dishwasher capsules is the newcomer in a market where Finish is the long-time undisputable leader. Independent research shows Fairy cleans better than Finish, enabling 1st time tough food removal. That said, in real life even those who were open to try Fairy ended up reverting to Finish unable to tell the difference in performance because most tend to pre-rinse dishes by hand before placing them in the auto-dishwasher.
Describe the creative idea/insights
Talking to consumers it seemed like their expectations from their dishwasher were low and they were blaming themselves if results were poor despite the fact that the tablet is in charge of the cleaning. So to get the best results the overwhelming majority pre-rinse by hand. We needed them to realize that pre-rinsing is ridiculous, that their tablet is no longer the best and that they should switch to Fairy! To shake up the complacency of Finish users we aimed at raising awareness to the absurdity of rinsing dishes prior to putting them in an auto-dishwasher. And to make a point we would take this absurdity to the extreme … Introducing the PreWash2000! We would launch a new to the world appliance – it looks like a dishwasher, costs like one but does only half of the cleaning, the part that consumers do by hand before placing dishes in dishwasher.
Describe the strategy
Introducing the PreWash2000! Just place the dirty dishes “as is” in the PW2000 let it run its cycle and then take the semi clean dishes and place them in the dishwasher – no pre-rinsing is needed! We would announce the launch of this revolutionary appliance just as if it was real, in a big bang across multiple platforms only to later reveal its redundancy for users of Fairy capsules. We would advertise it on national TV,OOH, sell it in stores (on and off line) and we will even feature it on the shopping-channel. And if our assumptions are right, the new appliance will make sense to at least 80% of the population (those who pre-rinse) capturing their attention and interest so when we reveal that it is fictitious and offer a much more straightforward solution to cleaning dishes (Fairy capsules), the true ridiculousness of their behavior will finally sink in.
Describe the execution
National TV spots directed viewers to The Shopping Channel to hear more and pre-order. • DigiOOH enhanced the big bang effect and enabled direct-response opt-in. • A PreWash2000 infomercial and eComm web page were integrated into most popular content sites. • Social media activated discussing the merits of a pre-wash appliance. • PreWash2000 was displayed instore in the largest appliance chain enabling pre-order. Once interest and awareness to the PW2000 peaked we launched the reveal stage. To the thousands who pre-ordered the product via the shopping channel we delivered a giant cardboard appliance box full of Styrofoam and a tiny Fairy capsule... Using the same media platforms that were used during our teaser stage we delivered our strategic message “instead of buying a second dishwasher just buy Fairy capsules for your first one”, fully exposing the absurd of rinsing dishes by hand prior to placing them in the dishwasher.
List the results
Suddenly everybody started talking about the boring topic of dishwashing and whether the Prewash2000 is really needed. Our Shopping Channel video became a viral phenomenon with more than 300,000 views in just 2 days making it the top trending topic of that weekend. Our fake product made the real evening news, of both of the top commercial channels who is behind the PreWash2000 and in the days that followed all leading radio talk shows picked up the story. Our instore hidden camera video in which buyers of dishwashers were offered to add to their purchase a PreWash2000 made fun of the pre-rinsing habit and also became a viral phenomenon with hundreds of thousands of views. Post campaign surveys showed Fairy reducing the equity gap vs. Finish by 12% and best of all – sales of Fairy capsules grew by 8% and for the first time ever surpassed those of Finish