Henkel requested for an advertising campaign to launch Vernel, its prominent fabric softener brand, so that the brand could find a place in people’s everyday conversations.
According to the campaign’s brief, relying on its features, Vernel softener provides a great experience of softness and freshness to its audience. The creative communication idea was formed on the main features of this product. The communication strategy was based to demonstrate the feature of the product in a unique and memorable way through BTL channel, supported by massive coverage on social media for further effectiveness of the campaign.
The creative communication idea was thus formed focusing on the main feature of the product, which was generating a great experience of softness and freshness. In order to convey the message of the launch i.e. introducing a great freshness experience like never before, a truck was designed and decorated in the form of a remote garden full of flowers and along with another truck carrying a giant mockup of the product, set off a journey across Tehran, Isfahan, Shiraz and Rasht with the message “the softest ever cargo to the cities”. This one of a kind activity was reflected and covered on social media by brand ambassadors of whom some joined the trucks and created content on their social network profiles in the form of videos and pictures.
On the other hand, the target audience had this chance to try this unique and great freshness experience through the free Vernel product samples distributed to them via Digikala. Moreover, huge amounts of products were also distributed among many laundries, with the aim of letting their customers enjoy this great freshness as well.