Ala Detergent Endorses Dirt

Media Campaign Sends Kids Out to Play in Argentina

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Brand: Ala
Brand Owner: Unilever
Category: Household goods
Region: Argentina
Date: September 2005-December 2005
Media Agency: Initiative
Other Agencies: JWT, BBDO, Ketchum
Media Channels: Events, ambient

In the past an ad slogan was just that, a slogan limited to TV and posters. But this campaign takes its "Dirt Is Good" platform beyond media and into the target audience's lives. It's a great example of how marketing messages can become events.
Ala helped organize a kids' soccer contest -- complete with sponsored TV coverage.
Ala helped organize a kids' soccer contest -- complete with sponsored TV coverage.

Ala is the family detergent from the Unilever stable, and the message it wanted to get across was that letting kids play and get dirty does them good.

So along with standard TV, radio and print campaigns, Ala began an extensive PR campaign involving two seminars that featured global experts on child development and events that encouraged kids to go out and play.

The campaign used the slogan "Knowledge Stays, Dirt Disappears." Ala put together an official "playing day" in conjunction with UNICEF and local city authorities in Buenos Aires and helped organize a kids' soccer contest in another town -- complete with sponsored TV coverage.

The brand also staged promotional events in parks in two towns, with games that encouraged outdoor play. Branded balls were also hidden around the parks.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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