Brand owner: Unilever
Lead agency: Initiative
Contributing agencies: Reprise
Industries: Laundry products
Media channels: Gaming & in-game advertising, Mobile & apps, Programmatic display
Budget: Up to 500k
In a category as competitive as fabric cleaning, we needed to reach people at the time of their purchase decision, and what better way to do this than via their mobile devices?
The use of beacons appeared as a great opportunity in this case, but this technology presented us with an important barrier: the need to have an app so that messages would be received by users.
The solution was to take advantage of the apps of our media partners. In this way, we utilised the wide-ranging apps of newspapers, TV news programmes and sports networks, reaching a potential audience of 500,000 people.