NonConventional Approach No. Suitable.

1
Non-Conventional Approach?No. Suitable.

• Zewa OOPS Media Project/ Romania
• Prepared by Graffiti BBDO Romania

2
Zewa as the toilet paper

• It is smooth
• It is very absorbent
• It is very fine
• It is Quality Product

3
Zewa as the perceived brand

• A toilet paper brand, among others
• It can be like any other toilet paper
• OOPS! It is not known as a Quality Brand

4

• Starting with this 2 conclusions, we developed
  through the years strategically and also
  creatively, by the book
• POSMs
• Trade ads
• Print ads
• DTC program
• And, of course, all the campaigns
• followed by the focus groups...

5

• But.
• Still the consumers missed Something About Zewa.
  The Zewa Quality
• So we get back to the roots and put the product
  into the consumers hands () with The Sampling
  Reloaded Method

6

• Can you imagine a sampling with this product in
  the store??!! Nice long-legs girls giving you a
  roll of toilet paper in front of the other
  shoppers??!!
• I guess not.

7

• And since we draw the strategic conclusion
  Oops!
• we choose OOPS Media (the advertisements are
  placed only in the bars and restaurants toilets)
  Perfect for our brand!

8

• The Creative Idea
• You really need me!

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Speaking of sampling in the supermarkets
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This appeared during the all-mighty focus groups
But we dont find Zewa quick in the supermarket
11
Indeed
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Instead of the Sum Up slide

• The Sampling Reloaded
• Method is for sale!
• Call Graffiti BBDO Bucharest.
• Thank you!