MINDSHARE MEDIA SRL - CIF CLEANS ROMANIA

Category: Best Interactive Experience

Client: UNILEVER SCE

Year / Domain / Status: 2015 / Fmcg / Shortlisted

Strategy description:

We were challenged to demonstrate the benefits of the product in a novel and bigger than life way. We needed to find a never seen before in the Romanian household cleaning category. Something up to the cultural and society level. Not only functional but also community sensitive. We decided to open the debate for a cause that would help mothers have a safer environment for their kids. Mothers would like to protect their kids more, but how can they do it outside their houses controlled environment? We came up with the local initiative which put the product's cleaning power into the service of the community: CIF CURATA ROMANIA /CIF CLEANS ROMANIA – CLEANING AGGRESSIVE MESSAGES OFF THE STREETS AND PROVING THE CLEANING POWER OF THE PRODUCT. The purpose of the campaign was to support raising and educating our children in a healthy environment, unpolluted by aggressive messages. The idea was to make a bigger than life demonstration that CIF has cleaning excellence properties. Not only functional, but also related to the emotional communication that we wanted to portray. In the second phase of the campaign, Cif tackled a very valuable insight: people born before the ‘90s did not have many options playing with kids and main playing scene and valuable memories are linked to the block of flats we lived in and played around: doll exchanges with best friends, hide and seek or even the first kiss in front of the flat’s door, they are all memories ringing emotional bells. Cif invited people to revive their childhood memories when playing around the block of flats. By means of testimonials and social media they were telling their childhood stories and could sign in their block of flats address on to the cif.ro website, to be cleaned by Cif.

Execution:

We used TV in order to make people aware of Cif’s cleaning ambition. Through TV, we thus made aware more than 4 million people, representing more than 85% of our target. Online communication role was to inspire people to take action and send the places they wanted cleaned. Parents testimonials were filmed and distributed online, as well as celebrities videos sharing their beliefs on raising children and the importance of a clean environment. People contributed to the campaign either commenting the online articles to stir the debate, or pointing places they wanted cleaned. They could sent the pictures to the website www.cif.ro , upload them on the Cif mobile app or Facebook app. The online campaign was vast and had both an educational and an activation role, reaching more than 3 million people and driving more than 100 000 clicks to the website (cif.ro). The campaign’s Youtube video reached more than 550k people.

Case visual: