Project Overview
The way we clean our homes has changed. No longer do we spend a Saturday doing the ‘big clean’, rather opting for quick ‘resets’ that keep the house continuously tidy. We created a series of pre-rolls, communicating the power of Chux’s household cleaning products designed for those quick 'resets' that provide the #likeitneverhappened moment.
Project Commissioner
Project Creator
Team
Designed by: Focus Creative
Production: Shooting Star Media
Video Director: Scott Winter
Creative Director: Carlos Jonmundsson
Design Director: Victoria Giles
Props, Casting and Styling: Focus Creative
Project Brief
Our brief from Chux was to come up with a campaign around ‘quick cleaning wins’ and produce a series of pre-rolls that highlighted those everyday cleaning needs in a relatable way. Our strategy was to understand the target audience. Establish similarity and liking with setting and situation. Use humor to create rapport, but keep it real.
Project Innovation/Need
We understand our target audience:
You can’t create common ground if you don’t get to know your target audience. And we’re not talking about simply their gender, age, salary and location. We touched on the everyday pain-points that Mum’s experience.
Establish similarity and liking with setting and situation:
We allowed our audience to be able to establish a similarity within the videos. It is important that they are able to be able to impose themselves in to the scene, see themselves in that home or having that conversation.
Use humour to create rapport, but keep it real:
Respect the principle of consensus by striking a good balance between humour and the potential of the audience to relate to the situation.
Design Challenge
Our design challenge was to create more effective branded content, whilst still keeping the clients products as the main focus. The real challenge in branded content is seamlessly integrating the product to the scene in a meaningful and authentic way. Outlandish ads can achieve great recall of the scene and humour, but the product recall often comes second. We were to respect the principle of consensus by striking a good balance between humour and the potential of the audience to relate to the situation.
Effectiveness
The first two of our Chux videos had over 500,000 views in the first few weeks. The click-through rate was 10 times greater than the benchmark and more than 22 per cent of viewers watched the whole ad rather than skipping ahead. I think it’s reasonable to conclude, certainly in the case of Chux, that relatable content is delivering the goods.
We are now sitting at close to 840,000 views across 4 pieces of content.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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