Unilever (Ireland) – Dirt is Good

Campaign Title Persil Art Collection
Brand Unilever
Category B4 The Best Long Term Campaign
Medal Bronze
Agency Direction@JWT

SUMMARY

A UK promotion was adapted to the Irish market to drive loyalty and affinity to the brand by offering primary schools a range of arts and craft materials in exchange for Persil tokens on boxes of Persil. Don Conroy, a well known, Irish, high profile TV broadcaster was chosen as the face of the campaign to appeal to parents, teachers and kids.

CHALLENGES

Persil aimed at addressing competition from Aerial with a long-term loyalty campaign to keep consumers purchasing over time, knowing that their actions were benefiting their children and their schools. In the 1st year they wanted 15% to register for the promotion and for that to double the following year. By having a spokesman who was a leading children's TV artist, he connected with all the audiences positively and added credibility to the activity and the brand.