|Client||ONIDA WASHING MACHINE|
|Entrant||McCANN WORLDGROUP Mumbai, INDIA|
|Type of Entry||Use of Media |
|Category||Best Use of Ambient Media: Large|
|Product/Service||WASHING MACHINE |
|Entrant Company:||McCANN WORLDGROUP Mumbai, INDIA|
|Advertising Agency:||McCANN WORLDGROUP Mumbai, INDIA|
||Chief Creative Officer
||Executive Creative Director
|Ashish Chakravarty/Varun Katyal
|Vineet Mahajan/Arnab Biswas
Results and Effectiveness:
The activation got noticed and was reported in several media. It created considerable buzz and increased the footfalls in all Onida showrooms. Soon customers started asking questions about wash capacity. Capacity being our clear competitive advantage, Onida washing machines clicked with the joint families. And this had a direct effect on the sales curve. The client surpassed the yearly sales target by 16%.
Having zeroed in on our unique selling proposition, we set out to understand the finer nuances of the category. We found out that people dry laundry outside their homes on clotheslines. One can see clotheslines dangling from balconies, parapet of terraces, even out on the pavements. We used the same clothesline to convey our message. We hung a clothesline between streetlights for several city blocks. As heavy traffic whizzed past, the in-between kiosks on the poles had the product shot along with the line "When you have lots to wash". This clearly represented that the washing machine handles bulk laundry efficiently.
Insights, Strategy and the Idea:
Washing machines is a crowded category in the Indian subcontinent. Product differentiation is hard to come by. We observed that Onida washing machine had a large wash capacity. With joint families still being a prevalent phenomenon in India, we felt that we had found our unique selling proposition. From here on, the task was simple - to convey that Onida washing machine handles the maximum wash load in its category.
Onida washing machine has a large wash capacity. With joint families still being a prevalent phenomenon in India, we felt that it was an appropriate plank to peg our product on. To demonstrate the efficiency of Onida washing machine at handling bulk laundry, we created the longest clothesline that anyone would have ever seen. Stretching several city blocks, the clothesline attracted considerable attention. And Onida washing machines became synonymous with large capacity.