Campaign: Daz Winning Washes
Timing: August to October 2000
Daz has replaced its traditional TV ads with the sponsorship of the soap Emmerdale. The idents feature the Daz dogs, Barry and Johno. The objective was to increase penetration and subsequent ongoing purchase and loyalty of Daz, via the sponsorship of Emmerdale, and an on- pack push.
The IMP solution was an on-pack promotion - Daz Winning Washes, pounds 1million to be won. Gamecards were distributed within 3.5 million packs. Consumers were asked to match their gamecard symbols with clothing symbols that appeared at the foot of the promotional idents shown between 22nd August and 21st September. Consumers who matched the symbols phoned the freephone promotional hot line, to find out how much they had won. The amount of prize money varied with each episode from pounds 5 to pounds 10,000. There was also an on-pack loyalty offer. Consumers collected tokens to send away for Barry or Johno Bean toys.
Daz Winning Washes was communicated on-pack, supported by POS. The promotion was featured in the Sun, Mirror and TV weeklies, one week before the live date. The ads asked the consumer to 'pick up a packet', implying that they should pick up a packet of Daz to gain a 'packet' of cash.
A lo-call promotional line was also set up, enabling consumers to check previous winning combinations - a service also available through the Granada web site.
Daz winning washes has been a huge success with almost total sell through during the activity. Daz volume share grew by 11 per cent. The results were excellent, especially as the key competitor was almost 75p cheaper.
More than 18,000 consumers called the promotional hot line numbers and the Granada website logged over 2,000 hits. Just over 1,000 consumers have redeemed a cash prize.