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Case Studies

 

Domestos ‘Grim Tales’ Direct Mail campaign

Domestos ‘Grim Tales’ Direct Mail campaign

Challenge

Domestos approached OgilvyAction back in early 2008 with the task of reinstating their leadership as the king of hygienic protection.

The brand needed to reach out to the ‘bleach ignorami’ and educate the nation on the importance of targeting hygiene hotspots within their homes.

Strategy

Meets the Jones’ and their friends … ten different stories ten different ends
 
Execution

One million direct mail pieces distributed

Through the story of the Jones family, the booklet served as an informative purpose on the powers of bleach

Money-off coupons for Domestos products

Competition to win a holiday for a family of four when you submit your own Grim Tale

Supported online with an online media campaign and microsite within domestos.co.uk
 
Results

1,000 competition entries

Great coupon redemption rate – the highest coupon redemption rate in the Household Cleaning Category in recent years
 
7.5% to date and still rising

Surge in users visiting domestos.co.uk

Over 11,000 visits to Grim Tales online

AJR
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