Nominalizarile obtinute la FIBRA #2:
- Integrated
- Experiential/ Stunts
- Brand Activation
PRESENTING THE CASE
Campaign / Execution Summary
CHALLENGE
Cif’s global mission is that a clean place has a positive impact on people. 3 years ago they started communicating this in Romania under the platform: Cif Cleans Romania.
This year’s challenge was to take the platform to the next level, transforming consumers from simple observers into active participants in the cleaning process, identifying the places that would make a real difference to the community by cleaning them up and giving Romanians a cause to adhere to.
Cif is a dominant player in the house hold cleaning market in Romania and has a stable usage in the women core audience. This year’s strategy was to address our message to younger audience, the doers (millennials) and recruit those who are not loyal yet to any cleaning brand.
TENSION
We researched what’s important to the Millennials and found out that they travel a lot around the world, but not as much around Romania. Looking at Romania’s tourism, there is another problem on the public agenda: our once iconic places are now forgotten, not taken care of anymore.
IDEA
We decided that our target audience needs to (re)discover the beauty of our country and, most importantly, to bring back to life our national treasures, encouraging local tourism
And we created CIF CLEAN&TRAVEL, the first promo campaign where people pay for a trip by cleaning the places they visit!
Basically, Romanians had the chance to visit some amazing places around the country paying the entire trip in cleaning an iconic landmark (a plaza, a statue, etc.).
HOW?
1. IDENTIFY THE PLACES that needed Cif’s touch and that can convince people to relate to our cause. Razvan Pascu, travel blogger, has provided an exhaustive research of the emblematic places that people have forgotten about and helped us select the 5 destinations that we were about to clean.
2. ONLINE PLATFORM: a Facebook tab that worked like a tourism site where users found info about these destinations and the program. They could get involved in the challenge by writing the reasons they want to clean&visit a certain place.
3. THE EVENTS - For 5 weekends, Cif’s van went around the country to bring back to life: Sibiu, Alba Iulia, Hunedoara, Mangalia, Viseu de Sus. Each cleaning process was transformed into an event where the local community took part. Our brand ambassador, Lucian Mandruta, transmitted the events live on Facebook.
Context / Problem / Opportunity / Insight
CONTEXT
According to a Cif and Global Unilever study – ‘How a more beautiful environment impacts our well-being' (Dr. Simon Moore, Chartered Psychologist, British Psychological Society), beautiful and functional objects from our home or work place, as well as the environment, have a positive impact on people’s mood. The communities are a symbol of prosperity, of the health and collective identity and a clean community can positively influence it’s population.
This idea is communicated through CIF CLEANS ROMANIA, a project that is already at the 4th edition.
PROBLEM
The problem is that today we don’t want CIF cleaning Romania alone, but with a little help from the people living in the country. But how do we convince people clean something outside their homes?
OPPORTUNITY
Due to the fact that our cause needs active players, doers, we decided to change our strategic approach and to rejuvenate the core target, focusing on those who are not (yet) loyal to any cleaning brand and who are open to actively participate to the changing of Romania’s face.
We started researching what’s important to the young (18-35 yo) and found out that they travel a lot all around the world. But they didn’t visit our own country. A study made by BNR revealed that in the last year Romanians spent 1.4 billion on vacations abroad. Which means the external tourism tripled.
Looking at tourism in Romania, there is another hot topic that is on the public agenda for some time - our once iconic places (Caciulata, Herculane) are now forggoten, not taken care of, left under a thick layer of dust.
So we decided that our target audience needs to (re)discover the beauty of our country, to see our places, to bring back to life our national trasures and to encourage local tourism. Basically, to travel more around Romania. This became the cause we were looking for.
Target Group
ONLINE TARGET (recruiting purposes):
• 18 – 35 y.o., urban, medium income
• not loyal to any cleaning brand
TV TARGET (awareness purposes)
- Women, urban, medium income, 25-45 y.o.
Results
Sales grew up to 25% during the promotion for all Cif brands.
Cif Cream, our star product during the campaign, reached 91.5% Value Market Share, which is the highest market share ever registerd by Cif!
Via our communication we’ve managed to reach every 3rd person in Romania. A total of over 6 million people were exposed to our cause (80% of Cif’s Target).
Online, we managed to have 62% more participants than the previous years. On Facebook we reached 4.600.409 people (*non-duplicated), which means 75% of our core target. We had over 1.000.000 views (70 % of the core target) and 3,913,005 non-duplicated display.
Influencers (Lucian Mandruta + 4 bloggers) helped us reach 453,876 people, collect 5,290 likes and 2,441 shares.
And our most important achievement is the fact that we made Cif relevant for a target that was rather reluctant until now – the Millennials!
We did not only clean some of Romania’s trademarks, but we also started a conversation about local tourism.
INFO
Agency/Company: MullenLowe Romania
Entry Case Title: Cif Clean & Travel
Brand: CIF
Client: Unilever
CREDITS
Brand Building Category Manager Household Cleaning, Unilever SCE: Andra Sima
Media Manager, Unilever SCE: Corina Savin
Senior Copywriter: Simina Zidaru
Senior Art Director: Alina Nechita
Executive Creative Director: Eugen Suman
Account Manager: Doruta Cirstescu
Senior Account Executive: Daniel Enache
Client Service Director: Gabriela Alexandrescu
Junior Brand Manager Cif, Unilever SCE: Maria Dumitrescu
Head of Strategy: Adrian Chiuhan
OTHER CONTRIBUTING COMPANIES
Digital Agency: MullenLowe Profero
PR Agency: Golin
Media Agency: Mindshare Media
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