Dynamo: Mums, Mud And A Million Different Messages
Award Category
Food & Grocery
Agency
MEC
Client
Colgate Palmolive
Sponsor
Objectives
In the battle for laundry detergent supremacy, the fight was getting dirty. Dynamo had lost its connection with Australian mums and its #1 position was at risk as it was seen as dated. The challenge was to halt the closing gap between Dynamo and OMO, to maintain market share. MEC’s aim was to build individual emotional connections with Aussie mums. Tapping into a mother’s relationship with sport – as an avid supporter of her child’s team - is what unlocked the strategy.
Campaign
Such a complex customisation task to connect individually with the target audience would require world-first technology, with execution critical. Sporting Pulse, an online community with a database of 30,000 teams of 1.7 million players is visited by parents for details on fixtures, results and player stats. As MEC’s partner, Sporting Pulse added another attribute, summarising the content of each page as additional metadata. A master banner was produced which could read and organise one million data points which automatically created personalised messages for each team such as, “Congratulations Marrickville Reds for defeating Leichhardt Tigers!”. Geo-localised data also allowed for communication of the weather for the next match.
Results
Using HTML5 instead of Flash, the smart banners were able to run on mobile, increasing reach by 30%. Over 1.2 million unique ads were served, customised to mums’ children’s teams. This was the biggest targeted ad campaign in category history. The click-through rate for standard online banners was seven times higher than average. Consideration grew by 84.6%, and as a measure of genuine intent, the ‘buy now’ score increased by 150%. Instead of halting the closing gap between Dynamo and OMO, the campaign grew the brand’s share by 0.2%. Fox Sports Australia was so impressed with MEC’s initiative with Sporting Pulse, it acquired the site and renamed it Fox Sports Pulse.
Judges Comments
MEC harnessed a true human insight & leveraged the power of customisation in order to drive difference in the category.
