Gel Ball 4D is a new and innovative detergent form with strong cleaning power following solid, powder, and liquid detergents. Despite the evolution in clearning power, the penetration rate of gel balls is lower in Japan than in other countries.

In this campaign, we are trying to convey the strong cleaning power of "one rinse is equivalent to four rinses."

The idea was to make people aware of the fact that one rinse is not enough in the first place.

In order to visually convey the fact that the source of the odor still remains after one rinse, a body painting was used to represent the source of the odor hidden in the laundry after one rinse, body paintings was used to express the source of the odor that lurk in the laundry after one rinse. The video is designed to make people want to watch it again and again, with a puzzle-solving structure using trick art, addictive music and voices, aiming to make people aware.

Why have Gel Ball 4D with high cleaning power not become more popular in Japan than in other countries? We identified that the bottleneck is that many Japanese are unaware of the residual odor-causing bacteria that result from insufficient rinsing. By increasing awareness of odor-causing bacteria, we developed a strategy to increase demand for such products with high cleaning power.

Implementation: digital video ad to promote understanding of the benefits.

Timeline: May-Aug 2022

Location: House studio

3273 likes and 83 comments for TikTok ad. 127M view for making video