Tree Detective
Best FMCG Campaign - Best Use of Doordrops
Issue 13 | December 2009
Agency
Chemistry Communications Group
Creative Team
Creative Director: Tim Uden Designer: Mark Harrison Copywriter: Gilly Hanna Artworker: Kenny Risk Digital Designer: Thomas Whitehead Client Services Director: Ingrid Purcell Senior Account Director: Sarah Andrews Senior Account Manager: Paul Durrans Account Executive: Olivia Thompson
Production Team
SCA Hygiene Products : Velvet
Date
From March to June 2009
Background
Velvet launched a bold new messaging platform: that for every tree Velvet used they would ensure that 3 more are replanted. To reinforce this message and deeply engage consumers, a unique ‘edu-tainment’ brand learning experience for children
was created called the ‘Triple Velvet Tree Detective’.
Idea
In a category clouded by white softness, the bold tree-themed campaign had major cut-through. It captured parents’ hearts by giving their children the chance to participate in tactile activities, teaching them the importance of trees and the chance to be deputized as a ‘Triple Velvet Tree Detective’.
Results
Targets were smashed:
- 93.5% respondents recalled the 3 Trees message against a target of 60%.
- 84.3% respondents intended to purchase Triple Velvet against a target of 50%.
- Website traffic increased by 20% (target 15%).
- One independent researcher claimed it was “the most positive piece of research” they had ever seen.
