Jérôme Martel
International Chief Marketing Officer, Publicis Worldwide at Publicis Conseil
Paris, França
TituloThe Hedgehog
Titulo (língua original)Le Hérisson (version anglaise)
Agência
Campanha The Hedgehog - Spontex
Anunciante Inter LGBT
Marca Spontex Swing
Data da primeira Transmissão/Publicação 1999 / 1
Produto Sponge
Produto (língua original) Eponge
Sector Empresarial Produtos de limpeza, sabões, detergentes
Legenda Spontex. You'll never get a better scrub.
Legenda (língua original) Spontex. La plus belle pour aller gratter.
História A hedgehog appears alone on screen. It finds two abrasive sponges. It proceeds to scratch its belly across the textured side briefly, unimpressed by its scrubbing abilities. It then moves on to the Spontex abrasive sponge, scratches its belly, then happily embraces it. The hedgehog rolls around with the sponge while romantic 1950's American music plays in the background.
Filosofia Strategy

A TV film counts on an original comparative mechanics : a hedgehog in front of a sponge brand X and a Swing, falls in love with the Swing which it embraces on a crooner music. Signature : " New Swing by Spontex, the most beautiful to go scouring". The film goes further than the good demonstration widely exploitedby advertisement to adopt a tone out of line.
Launching in two TV waves of one month each, within five months.


Results

The number of packs Swing sold doubled after each wave. In one year Spontex has become the leader on the market of scouring sponges with 31,7% maket shares against 29,9% for 3M. Post-tested, the campaign has obtained impact and agreement scores above standards:

-Acknowledgement : 73% vs 53%

-Gross score : 51% vs 31%

-Specific score : 36% vs 10%

-Agreement : 93% vs 71%

-Competition differentiation : 68% vs 48%
Filosofia (língua original) Choix stratégique

Un film TV mise sur une mécanique comparative peu conventionnelle : un hérisson placé devant une éponge de marque X et une Swing, s’éprend de la deuxième qu’il enlace, sur une musique de crooner. Signature : « Nouvelle Swing de Spontex, la plus belle pour aller gratter ». Le film sort de la démo produit largement exploitée par le secteur, pour adopter un ton décalé. Lancement sur deux vagues TV de un mois chacune, en l’espace de cinq mois.


Résultats

Le nombre de packs Swing vendus a doublé à l’issue de chaque vague. En un an, Spontex est devenu leader du marché des éponges récurantes avec 31,7% de PDM contre 29,9% pour 3M. Post-testée, la campagne a obtenu des scores d’impact et d’agrément largement au-dessus des standards :

— Reconnaissance : 73% vs 53%

— Score brut : 51% vs 31%

— Score spécifique : 36% vs 10%

— Agrément : 93% vs 71%

— Différenciation concurrence : 68% vs 48%
Problema Context

Leader on the market on sponges dedicated to drying, Spontex is neck and neck with Scotch Brite in the field of scouring (respectively 32,9% and 33,1% of the market share at the beginning of 1999). On this dynamic market which growth reached +5,4% in 1998, Spontex launched Swing in 1999, a decorated scouring sponge with a strong scratching power.


Goal

Establish the brand Spontex as the point of reference in scouring by breaking its image linked to soft drying.

Definitively set the leadership of Sontex in terms of market share.
Problema (língua original) Contexte

Leader sur le marché des éponges dédiées à l’essuyage, Spontex est en revanche au coude à coude avec Scotch Brite dans le domaine du récurage (respectivement 32,9% et 33,1% de part de marché début 1999). Sur ce marché dynamique, dont la croissance a atteint +5,4% en 1998, Spontex lance Swing en 1999, une éponge récurante décorée au fort pouvoir grattant.


Objectif

Imposer la marque Spontex comme la référence en matière de grattage en cassant son image fortement liée à l’essuyage soft.

Asseoir définitivement le leadership de Spontex en terme de part de marché.
Tipo de Mídia Televisão
Comprimento
Mercado França
Redator
Director de arte
Produtor da agência
Realizador
Produtora
Account Manager
Account Manager
Account Manager

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