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After conducting marketing research aiming at housewives in HCM City.
we found out that the barrier to this one-time-rinsing behavior is
people don't believe that their clothes are clean when rinsed once.
From this insight, we create our big idea and call it
"The Litmus paper Campaign". There will be 4 stages in our campaign.
First, we make the behavior understood. Why?
Because people don't have anything to check if their cloths are clean or not after one rinse.
To communicate the idea,
we use TVC to reach the most audience.
Here is our idea for the TVC.
In the meantime, school visits to specialized high schools
will be organized with the target audience being Chemistry students.
These students will do experiment with Comfort one-rinse
and litmus paper like the boy in the TVC.
Because we all know, children have a powerful
impact on their parents.
Secondly, we make it easy. Why? Studies show that people only adopt a habit
when that habit is convenient for them. We realize that
the instruction is not clear and comprehensive enough, With a small booklet given with
every Comfort-one-rinse bottle, we show people
why they should rinse once, how they can rinse once (by hand and washing machine)
how much water and time
and money they can save per time using Comfort
Moreover, we add 14 litmus pieces of paper
for customers to check how clean their clothes are
As to the normal range of product,
we add a small Comfort one-rinse sachet and 2 pieces of litmus paper with instruction printed on the package.
we add a small Comfort one-rinse sachet and 2 pieces of litmus paper with instruction printed on the package.
Thirdly, we make it desirable and rewarding. Rinsing many times has been
deeply rooted in the custom of Vietnamese people. For many years, TVCs just stress that fabric conditioners
can enable to help
housewives with more times with family. In this big campaign, we want more,
we want to stress that using Comfort
can enable them to take care themself more because they are left
with more time and money. At this stage, we launch a photo contest targeting at housewives
called "How rinsing once with Comfort delights your life".
The more stories, the more social proof
of the one-time rinsing behavior will be shown. Litmus paper
at this stage will become an animated character which is featured
as the symbol of the contest. Finally, we make it habit.
as the symbol of the contest. Finally, we make it habit.
Why? A habit cannot be created without reinforcement
For years, Comfort has been famous for its TVCs with animated characters (Comfee family).
Therefore, at this stage, TVCs introducing
the new "animated litmus paper" character (the symbol of the competition mentioned above)
\The key message will be a reminder of the one-time-rinsing behavior.
Changing consumer behavior is difficult but totally possible
With litmus paper as the key to the campaign, we believe that our initiative will be a big success.