Downy Launch

Campaign: Beera Fresh All Day
Touch points: Markets & Trading centers
Period: 1 Day
Client: P&G (Downy)

Experiential Marketing

The Project

Downy is the world’s #1 fabric enhancer – it softens, protects, and keeps clothes fresh all day even when exposed to bad smells. P&G looked to launch Downy in Uganda, in 2021, and CTA Space had to come up with the plan; 30 flash-mobs at 30 different high-traffic points, a publicity drive on a rig truck covering a different route plan from the flash-mobs crew and the main launch-event at Nakawa market.

Task

Come up with an exciting launch concept and plan that will stay in the consumers’ minds.

Manage and ensure that the launch is a memorable event by getting the right team, logistics and aligning with the necessary stakeholders.

Process

Interrogated the brief and sat as a team to discuss the best way to execute the laugh. During the brainstorm, the Beera Fresh concept was birthed.

Engaged stakeholders such as Police, KCCA to allow us to execute our plans.

The team of dancers, skaters, Brand Ambassadress were taken through training on Downy as a brand and what is expected of them.

The approach was; disruptive visibility and disruptive engagement.

Flash mobs were carried out in 30 different locations across Kampala

A publicity drive across town was also carried out with a branded rig track with music, acrobats, and dancers who created excitement across town.

The main event was in Nakawa market which was fully branded with balloons and a stage was set up where many activities such as a demo on how to use Downy, giving out free samples and fliers to shoppers, dancing competition Q&A was done. The main entertainment was Hellen Lukoma and the Flash mob who excited the revelers.

A total of 11,020 people were sampled with Downy.

Results

Flash mob reached 15000 people and 3000 were sampled with Downy 20ml and given fliers.

Publicity drive reached 10,000 people and 3000 were sampled and given fliers.

The main event in Nakawa reached 5,020 people who were sampled with Downy and given fliers. This included the audience in-crowd and the customers at the stalls, who were unable to come to the activation point.

Conclusion

Spreading out the activities through different areas in Kampala but most especially markets, where people struggle with malodor, helped us reach very many people and create an impact through creating excitement thus remaining memorable. It was a successful launch that left an impact.