Cannes Lions

DIRT MAGNETS

LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2010

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Presentation Image
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Overview

Entries

Credits

Overview

Execution

Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign included some magnetised sample packs, and iron filings. The close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling.

This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

Outcome

The close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling.

This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

The simple act of pulling away the stain left over 40,000 readers with smiling faces.

Post the release of the campaign Tide’s value share grew from 8.2% to 9.1% in just a matter of 3 months.

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