Past Winners

2017 Winners & Shortlists

2017 Promo & Activation

ONE-DROP BOTTLE

Grand Prix

Case Film

Presentation Image

ClientPRIL
ProductDISHWASHING LIQUID
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryFast Moving Consumer Goods
TitleONE-DROP BOTTLE
Product/ServiceDISHWASHING LIQUID
Entrant TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

The Campaign

The Pril One-Drop Bottle, the exact Pril detergent bottle, squeezable and reduced to the size of a fingernail. Inside, the exact powerful volume of 1ml that removes crust and grease from a whole set of dishes.

Creative Execution

The crafting process took over 6 months: A mold was created following the exact design and shape of the real size bottle, 3.000 squeezable bottles were produced and pril liquid was injected into it. A final mini size label sticker was attached to it. The red cap to hold the liquid was added at the end. In a period of a month the samples were handed over in main supermarkets in UAE.

Describe the success of the promotion with both client and consumer including some quantifiable results

1. Perceptual: Pril = “One Drop”. We retained a big part of our claim in a very short time proving to mothers beyond the on-screen demos that one drop of Pril is truly enough to wash a whole set of dishes. KPI: Brand Tracker - Association with “One Drop” (+20%): One month after the campaign, the same test was done and association of “One Drop” to Pril increased from 8% to 30%, representing more than 350% growth. 2. Business: Increase Share of Sink: Our idea had a great impace on the business and people rewarded us for it.. KPI: Net Sales Growth (+20%): Increased by 45% over the next 2 months, (140% growth) This resulted in 100% volume growth overthe same period. Market Share (+1%): Increased by 1.2% to 3.9% representing 45% growth, the highest ever increase in Pril's history, while Fairy’smarket share decreased by 1.8% to 83.2%.

Explain why the method of promotion was most relevant to the product or service

Sampling has been for years in the region the most common way to activate a brand in supermarkets. But the practice has become stale and there is a lack of surprise. The One-Drop bottle is a completely new and surprising way to bring the brand promise directly into customer hands at supermarkets, literally.

In a category that had fallen into a sea of sameness of on-screen cliché demos manufactured in post-production studios, we created a simple and self-explanatory way of taking our big on-screen demo and putting it into consumers’ hands to test off-screen, proving to the homemakers of the Middle East the power of the Pril solution. Note: This was a limited edition.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Joelle Zgheib TBWA\RAAD Creative Director
Gabriel Gama TBWA\RAAD Art Director
Guilherme Grossi TBWA\RAAD Copywriter
Joe Lahham TBWA\RAAD Head of Client Services
Ola Ibrahim TBWA\RAAD Account Lead
Ali Cheikhali TBWA\RAAD Planner
Ruba Moadad TBWA\RAAD Account Executive
Dany Njeim TBWA/RAAD Art Director