Cannes Contenders: DDB Melbourne
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
DDB Melbourne
By the start of 2014, the outlook for Radiant, a former category leader was at a crossroads. Competing in a category of eight brands, where consumers have very little brand loyalty and are conditioned to only buy at discount, Radiant was in a race to stay in the game. Brand consideration, penetration and loyalty were all stuck in a negative slide. The stakes couldn’t have been higher. We needed to create something audacious to show Australian’s how good Radiant really was.
To prove Radiant kept clothes looking newer we created a series of extreme product demonstrations. In each of the tests, we bought clothes. Then, we tortured them in a series of extreme ways: from paintball to pottery. Afterwards we washed the items with Radiant. And finally, we tried to return them at the same stores they were bought from.
‘Buy it. Wear it. Wash it. Return it.’ Each test was filmed for real using hidden cameras. And the resulting series of films formed the basis of a broader integrated campaign led by social and digital channels. Radiant has become the fastest growing laundry brand in the country, and sales growth was up 27% compared to the previous year throughout the campaign. Household penetration for the brand has also reversed the negative trend with a 6.2% increase (year-on-year). In the first month alone, an estimated 81,800 new households had Radiant in their laundry.
The campaign also achieved the highest market share in five years. Aside from that, as a direct campaign led by digital mediums, its greatest feat was the 400% increase in social engagement – 8.7 times above FMCG benchmarks.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.