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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Love cooking but hate washing? This brand gets you

Marketing

Love cooking but hate washing? This brand gets you

Earlier this summer, Finish, the leading dishwasher detergent brand launched a first of its kind – a contextual marketing digital campaign.

It hinged around the love women have for cooking for their loved ones during the month of Ramadan & contrastingly, the hate they have for the dirty dishes this cooking creates.

Read: Domestic staycations rate top of UAE residents’ travel lists ahead of Eid al Adha

The 100% digital campaign targeting Saudi women was based on insights that their search for recipes spiked by 50% during the Holy month of Ramadan as they loved to cook for their loved ones; it holds special meaning to them.

However, like every love story, there’s always a villain.

In this case, it’s the dirty dishes.

Why? They’re what stands between her and what she loves to do after Iftar! And so the Love Cooking/Hate Dishwashing Campaign was launched with this big idea.

The campaign revolved around their hero asset, a 6-second unskippable bumper showcasing the most searched Ramadan dishes, followed by the question “Love cooking, Hate Dishwashing?” and proposes a solution – a dishwasher, prompting the start of the user journey towards a purchase.

Through data management and retargeting and the support of influencer marketing, Finish was able to provide the user with the right information to make that purchase decision.

“Finish is on a journey of building awareness & relevance for dishwashers leveraging relevant occasions, one of which is Ramadan.

Ramadan was a step in this direction and the connection between Ramadan, food and dirty dishes is obvious.

Read: Guess what Ikea is cutting from its marketing plans

“Finish really outdid itself in building relevance for the auto dish category in a month where consumers have only ever thought of food,” said Kapil Bose, Regional Category Marketing Manager, Reckitt Benckiser.

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