| Titel | Spot 3 |
| Agentur | Libre MullenLowe |
| Kampagne | The Careline Campaign - Lever Europe |
| Werbende | Unilever |
| Marke | Omo / Via |
| Datum der ersten Ausstrahlung/Veröffentlichung | 1997 / 12 |
| Produkt | Washing Powder |
| Geschäftsbereich | Reinigungsprodukte & Waschmittel |
| Philosophie | Creative Strategy: The creative twist in the communication strategy was to launch the Careline as both a real phone service and as the creative vehicle to communicate product news and advice. Featuring the phone service provided a way to demonstrate the brand’s commitment to understanding and helping its consumers with superior solutions as opposed to the patronizing, hard sell approach of the past. Media Strategy: Television was key, given the objective of quickly building awareness of the telephone service and enhancing the brand’s image on a mass scale. The real richness of the campaign, however, involved its rapid extension into an exhaustive range of additional channels: radio, print (newspapers and magazines), outdoor/ bus shelters, POS, direct mail, Internet, CD-ROM’s, back of packs, CMR/MMR material. Results: Market shares increased significantly in Sweden, Finland and Denmark. The Careline campaign has also had a positive effect on the brand. It is the case of a brand leader regaining the initiative by thinking outside of the existing rules and creating a new and durable competitive advantage by reshaping the market in its own, unique way. |
| Problem | Marketing situation: Ariel, Omo/ Via’s main competitor, has been relentless in its efforts to achieve market dominance, claiming and demonstrating superior product efficacy, introducing new claims in the clothes care area and winning endorsements from clothing manufacturers. Via came within two share points of losing its historic market leader status and was in need of a new approach to shore up its leadership position. Advertising Objectives: Strengthen and insulate the brand’s leadership position, identify its own original source of competitive advantage. The communication objective was to show that the brand helps consumers with all their washing needs, with the ultimate object of making it attractive to more users, demonstrating brand superiority. |
| Medientyp | Fernsehen |
| Länge | |
| Art Director | Lotte Aagard |
| Art Director | Catherine Bouard |
| Texter | Nina Christensen |
| Texter | Benjamin Sanial |
| Werbeleiter | Thomas Leutenegger |
| Kundenbetreuer | Philippe Bernard |
| Kundenbetreuer | Flavia Engelmann |
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