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Title:

Zoflora

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Thornton & Ross is a family owned business founded in Huddersfield in 1922. ... younger generation of users without alienating its core consumer base of females ... – PowerPoint PPT presentation

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Title: Zoflora


1
Zoflora ITV A Cross Platform Case Study
2
Background to Brand
  • Thornton Ross is a family owned business
    founded in Huddersfield in 1922. Zoflora is the
    companys biggest and most well-known brand in
    the UK.
  • A value-for-money range of powerful, concentrated
    disinfectants, Zoflora is well known for its long
    lasting fragrances.
  • Tried-and-trusted for generations Zoflora has a
    wide variety of uses throughout the home. It has
    a much higher perfume concentration than is usual
    for household products and has become the
    fragrant alternative to other disinfectant brands.

3
The Challenge
  • Recent campaigns had been very successful in
    driving awareness and sales uplift. The challenge
    facing the client and their agency, Principles
    Communications, however, was how to introduce a
    traditional, well-established brand into the 21st
    century.
  • The client wanted to appeal to a new, younger
    generation of users without alienating its core
    consumer base of females 45
  • The idea was to highlight the brands heritage
    whilst encouraging new users to experience its
    USP.
  • The client and agency decided to embark on a new
    strategy which would introduce the brand to a new
    audience and in a modern and innovative way by
    taking advantage of ITVs digital channel
    offering and beyond the spot opportunities.

4
The ITV Solution
  • A range of bursts on different ITV channels
    allowed Zoflora to showcase a range of products
    to a wide range of audiences
  • A national interactive TV campaign offered people
    the chance to interact with Zoflora and
    experience its USP through new and exciting
    technology.
  • The interactive element enabled Zoflora to
    capture a new, younger audience whilst retaining
    their tradition and heritage through regular spot
    advertising

5
Campaign Objectives
  • Raise awareness and promote the brands USP
  • Deliver the fragrance to new, younger users
    whilst also strengthening relationship with
    existing users
  • Create consumer interaction with the brand
  • Increase sales and grow market share

6
Television Campaign Details
  • Television advertisements targeting housewives
    35 ran across ITV1 daytime, ITV2 daytime and
    early peak, ITV3 all time and other multichannel
    stations from 1st June and 20th July 2007.
  • The total budget was 254,000
  • The ITV family took 70.5 share of the campaign
  • Second lengths used were 30 and 10 seconds with a
    11 ratio
  • The interactive element ran on ITV1, ITV2 and
    ITV3 and featured informative and engaging
    product information which included a competition
    giving viewers the chance to win a cleaner for a
    year and also a free sample of the product.

Source NMR Ad Dynamix Based on RW Adult
Impacts
7
Campaign Coverage Achievement
Source DDS Craft/BARB Jul07
8
Interactive Campaign Results
  • The Zoflora iAd generated more than 2,700
    responses in under a month
  • On average, viewers spent more than 5 minutes
    within the application
  • The iAd received high levels of interaction
    across ITV1 and ITVs Digital Channels

9
Overall Responses - 2720 respondents
Increased response growth over campaign period of
28 days
10
Results
  • The partnership of Zoflora with the ITV family of
    channels, two well-established brands, provided
    the perfect platform for a highly successful
    outcome
  • The television campaign delivered above target
    coverage and frequency and enable the key
    messages to be communicated to the Zoflora target
    audience.
  • Sales increased significantly during the campaign
    period.
  • Finally, the interactive element delivered
    significant responses and allowed Zoflora to
    reach a new audience.

11
Testimonial
This fully interactive campaign helped increase
the brands visibility within the multi-media
age. This also ensured higher brand engagement
levels in a highly competitive marketplace.
This was all achieved within a cost effective
budget compared to some major players within the
household cleaning marketplace. The campaign
exceeded its objectives and reached both new and
existing users in large numbers, as audited by
TNS Worldpanel 2007 Ian Wright Head of
Broadcast Principles Media
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