Cannes Lions

SANITARY TOWELS

OMD INDIA, Mumbai / JOHNSON & JOHNSON / 2010

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Overview

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Credits

Overview

Execution

Stayfree creates and supports this campaign of empowerment. To make it work across audiences, we took the idea to 2 Television channels at 2 ends of the viewer spectrum - terrestrial channel “Doordarshan” to address the lower end of the spectrum for base product, and Satellite Channel “Sony” to address the top-end for the premium product.Campaign was integrated into a top-rated primetime soap on each channel, whose protagonists resonated the “positive change” theme in their characters.

The lead protagonists promoted the programme, narrating their own story, and called women to share their “stories of change”. The entire programme was promoted on both channels through promos, aston bands, strips, in addition to ads.Multiple mechanisms were provided for user response including dedicated PO Box No., Email ID, and IVR system.Winning stories were presented on television and the women were accorded the title of “Woman of Change”.

Outcome

3000+ responses received with women from across India sharing their inspiring stories in detail.Stayfree market share went up by 1% over pre-campaign period, while that of key competitor fell by 0.6%.Stayfree Secure regained #1 slot overtaking closest competitor.The campaign has now been extended to radio, and is gaining momentum as a movement to empower women through sharing.Campaign idea rooted in deep cultural understanding of the consumer, in media relevant to her life space and mind space, effectively increased bonding with brand, positioning it clearly away from key competitors.

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