Daz: Cleaner Close - IPA Effectiveness Awards Case Study 2006

Brief Description: At one level this is a straightforward effectiveness paper that demonstrates how an advertising campaign made money for an advertiser through the power of television. But more than this, it shows that by understanding how consumers interact with the medium of television, an advertiser can generate significantly more ROI for significantly less investment. Using the power of TV entertainment, Daz delivered a holistic media strategy with a remit to entertain rather than to inform by creating their own soap opera, 'Cleaner Close'. The strategy resulted in greater branded cut-through, higher advertising involvement, improved brand image ratings and significant brand switching, resulting in higher value share and an increase of its ROI from £1.21 in 2001/2 to £2.19 in 2004/5, with long-term ROI predicted to be at least £3.29 and as much as £5.00 ;---(TAGS)--- Full Title: Daz - from dull to dazzling : how Daz harnessed the power of entertainment to break out of the soap wars ; Number: 2006/44 ; Brand Name: Daz ; Client: Procter & Gamble ; IPA_ProductCoding: Household (Detergents - laundry) ; Agency: Leo Burnett ; Author: Becky Barry, Gurdeep Puri, Mike Threharne, Maggie Merklin ;