Cif and Domestos: ITV Makeover
In an increasingly cluttered market place, Cif and Domestos wanted to raise brand and range awareness as well as increase purchase intention amongst viewers of 60 Minute Makeover. Additionally,it wanted to use an online element deal to drive traffic to the Domestos website and to communicate with its target audience of Housewives.
Two sets of creative were produced to support the two sponsoring brands, Cif and Domestos. The creative concept was designed to concentrate on the makeover aspect of this show.
The Cif idents were based on a concept of 'an affair' where Clara (a housewife) has become completely obsessed with her recent discovery of Cif Active Shield, but her girlfriends are convinced the reason for Clara’s sudden joyous other-worldliness is that she is having a secret affair.
In the Domestos idents, the emphasis was on a training camp for the 'D-Team' led by Lootenant D, where the soldiers learn how to clean toilets effectively using Domestos. The training took place in the same street where Clara lives which made the idents creatively consistent.
The TV sponsorship covered all episodes of 60 Minute Makeover for the entire four-month series. Cif ran for the first four weeks and then Domestos ran for the remaining eight weeks.
As part of the online sponsorship, Cif / Domestos were entitled to a sponsor button on every page of the 60 MM site, 30% share-of-voice on the Leaderboard, Skyscraper and MPU and 5” bumpers around all video content and catch-up.
Spontaneous brand association with 60 Minute Makeover and the two tested brands was strong. Both current consumers and viewers understood the fit between the programme & the brand(s).
Those exposed to the show learnt something new about both brands and all brand metrics evaluated showed positive uplifts. Ad effectiveness worked across nearly all measures.
Looking at the original objectives, 'purchase intention' significantly increased for 60 Minute Makeover viewers, for both brands.