B13. Best Marketing Campaign for National Brand Development

Silver
CAMPAIGN
Dirty T-Shirt Tales
AGENCY
Lowe Asia Pacific
CLIENT
Unilever
BRAND
Rinso
DETAILS
CAMPAIGN SUMMARY
Rinso was the the number one washing detergent brand in Indonesia, until the launch of the global brand positioning "Dirt is Good".
The culturally engrained belief is that dirt is considered filth, and therefore bad. Though share declines eventually stabilized as we successfully proved the value of dirt - an important component to child development there were still many skeptics, making the task of regaining share harder.
Learning from other countries suggested that if mothers embraced the philosophy wholeheartedly, market leadership soon followed.
Our problem? We had a large number of Skeptical mothers who were turned off by brand speak and would not believe anything good came from dirt. If we had to regain our #1 position we needed to convert them.
So what did we do? Nothing at all. We let mothers who believed the philosophy convert the skeptics through a simple act of sharing a story behind a stain. In Indonesia, the word of a mother is revered and trusted over any other.
What started as a simple post on a Facebook wall, would later become short films and chapters in a published book, capturing the imagination of moms, turning the debate around the role of dirt and catapulting a 30% premium brand back to the number one position. 

OTHER CONTRIBUTING COMPANIES
OgilvyOne, Singapore
Mindshare, Singapore
CAMPAIGN
Dove Master Brand
AGENCY
PHD Shanghai
CLIENT
Unilever
BRAND
Unilever
DETAILS
CAMPAIGN SUMMARY
When you listen to Chinese women talk about beauty, the conversation centres on the things they want to change, the parts they are unhappy with – never what it is that makes them beautiful.
Dove believes a women’s beauty is as diverse as women themselves.
Taking this brand belief and using it to change Chinese women’s conversation on beauty from what is wrong and what they don’t like about themselves to a celebration of the beauty that is already within them.
To do this Dove set a challenge to deliver 1 million + product experiences and in return receive back testimonials from women sharing their own point of view of beauty along with their stories of how Dove’s care helped them feel more beautiful. From this challenge, a campaign was born.
Partners
Media Supporters
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