Published on: Mar 3, 2016
Transcripts - Napisan
PRESENTATION on “Napisan”
"Sponsor The White House” Advertisement
1. Objective of commercial
2. Target market
3. Brand identity & positioning
4. Evaluation of choice of media
5. Evaluation of message : a.
Product attributes b. Message
6. Evaluation of fit, brand identity
and message strategy
Objectives of the commercial
This was new campaign for the brand and success would be
measured in awareness and engagement levels, as opposed to
Deliver 50+ media items.
Reach 500,000 + people in Australia through media coverage .
Reach 200,000 + through Twitter .
10, 000 visits to Facebook site – 20 % to be under 30 year olds.
120 + quality entrants to end of campaign Sponsor A White House
PRODUCT RANGE & TARGET
Vanish powder detergent
Vanish inwash gel
OXI Action powder
OXI Action inwash gel
Core buyers, Mums 30 - 50. Facebook is a good medium for this.
78% of Mums use Facebook* every day, only 19% read a
newspaper – source Facebook/Neilson.
20 - 30 year olds. As families are being started later in life the
brand was keen to build recognition and traction with singles
and couples aged 20 - 30 and showcase a new side to the brand
personality that was ‘fun’ and ‘cheeky’ but deliver the ‘white
clothes white’ message.
Brand Identity and Positioning
Trusted by generations of Australians, Vanish NapiSan is
synonymous with effective fabric stain removal. Now with its
new Oxi Action Crystal White range it wants to be equally
famous for keeping white clothes white. Vanish NapiSan has a
tried and tested way to market with its cleaning and detergent
Choice of Media
Vanish NapiSan had a tried and tested way to
market its cleaning and detergent products in
what is a low interest category – TV and
outdoor advertising . However, it comes a
point where advertising a message hits a
saturation point. The brand had never
explored public relations and so the brand set
a challenge: it wanted to undertake a bold
and innovative PR campaign that took their
message to a broader audience , in addition
to its core buyer , Mums (30 - 50). It was
particularly keen to see how social media
could be used for the first time to benefit its
brand. The result was corny but successful…
Vanish NapiSan is looking for a building sponsorship,
the White House is a perfect fit!
Set out on a campaign to seek support from Aussies
and Americans for the exclusive building naming rights
and demonstrate our commitment to securing the deal.
Use the US debt crisis that was taking place at the time
as the ‘hook’ for gaining PR interest – at the time
President Obama said that a failure to reach agreement
across the political spectrum on tackling the US debt
would result in “economic Armageddon” .
Stir up US debate , positioning the AUD $25 million
sponsorship as a novel way to help the US government
raise revenues without raising taxes .
Evaluation of message
This campaign demonstrated just what is possible if you
think laterally about marketing – it challenged and
changed the conventional way of marketing a washing
detergent product . In what is a very low interest
category it successfully provided a brand personality for
Vanish NapiSan that wasn’t there previously. From the
media coverage it had 93% key message penetration of
‘keeping white clothes white’ – which is what Vanish
NapiSan wants to be famous for - and it was the media
coverage that powered the Twitter reach with people
sharing and posting the story. Of the 200+ media items,
61 item s appeared in Australia, the brand would
normally only expect to receive three earned media
items for the same period.
In terms of reaching a broader audience, f the 21,809 people
that visited the Sponsor the White House page website during
the campaign 34 % were under the age of 30, 42% were male
and 21% were women aged 30 - 50. The brand has used this
activity to launch the brand Facebook page now has over
The campaign won the Internal Marketing Award 2011 for
most innovative campaign at Reckitt Benckiser and is used to
inspire marketing teams around the world to think differently
about conventional category marketing techniques.
Australia. Trust Pink.
Vanish Napisan "Sponsor The