DOMESTOS LAUNCH

Domestos bleach is powerful and quick-acting to cut through stains and grime, destroying the germs within. Its directable pack and long-lasting germ kill formula mean that you can target germs and keep them away for longer than with thin bleaches. DOMESTOS LAUNCH: Results and Effectiveness: The creative execution of the campaign in the tabloid newspaper resulted in an even higher awareness level of the brand and it's capability to not only clean but also kill germs. The campaign became viral when people started taking pictures of the ads on their phones and circulating them through facebook, whatsapp and BlackBerry messenger. Creative Execution: Al Waseela is a local classified newspaper that is circulated door to door on a weekly basis. The content of the newspaper is mainly classified ads (used cards for sale, flat rental, recruitment posts, open garage sale…etc). With that in mind, we utilized the tabloid newspaper for the teaser/revealer phase and ran different classified ads before the launch and after the launch of Domestos to the market. The idea was to dramatize the germs story and make it look like they’re normally living amongst us and even running their own civilized ads in Al Waseela before launching Domestos (germs hiring, germs tourism, flat rental….etc. Then run different ads after launching the brand dramatizing the chaos and tragedy those same germs are going through (condolences ads, final liquidations ads, for urgent sale ads…etc) Insights, Strategy and the Idea: With a bleach market size of 55m Euros in 2011 and a minimum year-by-year growth of 5%, Unilever embraced the challenge and entered the battlefield to compete head-to-head with the market dominator, Clorox. Unilever decided to bring to the Saudi market a very powerful thick bleach that does not only clean well, but also kill all known germs. Insight: Housewives know that germs exist in the most clean looking areas in their homes. These germs live and flourish in most areas (bathrooms, kitchen). Every housewife creates her own secret recipe to be mixed with Clorox to achieve the ideal cocktail for CLEANING and GERM KILLING. DON’T FIGHT GERMS, DESTROY THEM. The creative idea was to activate the germs and make them seem like “world dominators”. We introduced through a teaser phase 3 leader germ characters with funny names/titles. Then we revealed Domestos as the ultimate sole destroyer of germs; leaving germs behind either killed or homeless if lucky enough.

Print - Teaser

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Print - Rev

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RADIO

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Radio 20" - Teaser

Radio Script

Title: DOMESTOS TEASER
Advertiser: UNILEVER
Product/Service DOMESTOS

Script In English:
TEASER SPOT:

TWO-HEADED MASTER: Ha ha ha ha ha! Hello human species...we germ forces, lead by me, the Two-Headed Rotten Master, officially declare the invasion of bathrooms, kitchens, sinks and floors in your homes.

You have failed to destroy us, for there is no disinfectant that can fight back.

MVO: Germs, don't fight them.

REVEAL SPOT:

OCTOPUS: Two-Headed! How've you been germ master?

TWO-HEADER MASTER: Hi One-Eyed Octopus, I'm busy graduating new generations of germ forces, which I shall send out all over the kitchen and bathroom…ha ha ha ha!

OCTOPUS: But I heard that the housewife bought a new concentrated disinfectant called Domestos. Who is Domestos? Is there any disinfectant she hasn't used yet? She doesn't want to understand that germs shouldn't be fought back.

SFX: WARNING BELLS AND EXPLOSIONS

TWO-HEADED MASTER: Ah! What is this? Run!

MVO: Germs. Don't fight them, destroy them. The new Domestos concentrated disinfectant. Cleans and destroys all germs.
Script In Orginal Langauge
أبو راسين:

ها ها ها ها
أيتها الكائنات البشرية..
نعلن نحن القوات الجرثومية بقيادتي أنا .. أبو راسين المعفن..
عن احتلال الحمامات والمطابخ والمغاسل والأرضيات في منازلكم..
لقد فشلتم بالقضاء علينا.. فلا يوجد أي مبيض يستطيع أن يحاربنا

المذيع:

الجراثيم لا تحاربيهم...

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Radio 30" - Rev - Part 1

Radio Script

A02/2 00013 SAUDI ARABIA
Title: DOMESTOS/REVEALER 2
Advertiser: UNILEVER
Product/Service DOMESTOS

Script In English:
TEASER SPOT:

TWO-HEADED MASTER: Ha ha ha ha ha ha! Hello human species…we germ forces, lead by me, the Two-Headed Rotten Master, officially declare the invasion of bathrooms, kitchens, sinks and floors in your homes.

You have failed to destroy us, for there is no disinfectant that can fight back.

MVO: Germs, don't fight them.

REVEAL SPOT:

OCTOPUS: Two-Headed Master, leader of germs! I see you carrying your bag and leaving!

TWO-HEADED MASTER: Ah what do you think? It's over man, we're screwed. The housewife got this new germ concentrated disinfectant called Domestos. It has destroyed all the germs.

OCTOPUS: Really? Since when are we germs afraid of disinfectants? Hold on a second, let me figure out the story.

SFX: WARNING BELLS AND EXPLOSIONS

OCTOPUS: What in the world is this? Wait, take me with you!

MVO: Germs. Don't fight them, destroy them. The new Domestos concentrated disinfectant cleans and destroys all germs.
Script In Orginal Langauge
أخطبوط: أبو راسين!!! إيش أخبارك يا زعيم الجراثيم؟؟
أبو راسين: هلا أخطبوط أبو عين.. أنا مشغول بتخريج دفعات جديدة من الجراثيم
وحا أنشرها في المطبخ والحمام.. ها ها ها ها
أخطبوط: بس أنا سمعت أنه صاحبة البيت جابت مبيض مركّز جديد.. واسمه ديمستوس..
أبو راسين: مين ديمستوس.. هو في لسا مبيض ما استعملته؟؟ ما هي راضية تفهم إن الجراثيم ما تتحارب
صوت إنذار خطر وانفجارات ..
أبو راسين: آاااه.. ايش ده؟؟؟ اهربوووووووا....
المذيع: الجراثيم.. لا تحاربيهم... دمّريهم..
ديمستوس الجديد.. مبيّض مركّز .. ينظّف ويقضي على الجراثيم..

أخطبوط: أبو راسين زعيم الجراثيم!!! أشوفك شايل شنطتك وخارج!!
أبو راسين: آآآآه آيش أقول لك.. خلاااااص راحت علينا... صاحبة البيت جابت مبيض مركّز جديد اسمه ديموستس.. دمّر كل الجراثيم...
أخطبوط: معقول... من متى إحنا الجراثيم نخاف من المبيض.. استنى شويه راح أشوف إيش الحكاية..

صوت إنذار خطر وانفجارات ..

أخطبوط: آآآآه إيش ده؟؟؟؟ إستنى خدني معااااااااااااك
المذيع: الجراثيم.. لا تحاربيهم... دمّريهم..
ديمستوس الجديد.. مبيّض مركّز .. ينظّف ويقضي على الجراثيم

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Radio 30" - Rev - Part 2

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