Tide Pods コンテスト終了
eYeka エクスプレス

Make revolutionary Tide PODS® a desired laundry product women simply cannot resist.

開始 2016年03月10日(木) 終了 2016年03月23日(水) 23時59分00秒 +0000 UTC 審査 結果 2016年04月
開始
2016年03月10日(木)
終了
2016年03月23日(水) 23時59分00秒 +0000 UTC
結果
2016年05月
ニュース

Updates on “Tide Pods” brief and contest extension

16/03/16 10:27

Apologies but as stated in our recent email, the mandatory questions have been revised. Here they are:

  1. What is your idea about? And how is the functional benefits of Tide PODS® expressed in an engaging way?
  2. What changes would this revolutionary product bring to women's lives?

In light of this revision, the contest will be extended till March 23. Looking forward to receiving your entry!

概要

背景

Changing out of dirty clothes into clean clothes, or diving into a freshly made bed with clean bed linen – that’s the most enjoyable feeling of clean and fresh. Now imagine taking what you know about clean to a whole new level.

Tide PODS® is the first ever innovation from Tide, the #1 laundry brand in the US. It is the gold standard in laundry detergents that revolutionizes the experience of clean, with its innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. Its superior deep down clean over regular powders and liquids explains its higher price, and makes it worthwhile.

This new cleaning experience is targeted at affluent women living in cosmopolitan cities in China, age 25-34, who are sophisticated and informed. They love new ways of doing things but are weary about gimmicks that fail to deliver. They embrace innovation and products that improve their quality of life. Because they want the best out of life, they’re willing to spend more on the things they want

Today, we want your creativity and insightfulness to convince these women that Tide PODS® is an innovation they must experience for themselves.

クリエイティブチャレンジ

In a poster with a tagline, show how revolutionary Tide PODS® offers superior deep down clean that is irresistible to women and their best choice when it comes to laundry.

The goal is to find an idea that will inspire a Tide PODS® campaign in China that will make women want to buy and use this product because it offers them innovative superior deep down clean that their traditional powders and liquids can’t, even if it is more expensive. Bring to life Tide PODS® as a product revolution that sets it apart from regular powder and liquid detergents.

Don’t worry if you don’t know the Chinese consumers well, imagine a situation where you’ve been willing to buy something a little more expensive because you think it’s an innovation worth spending on and apply that to laundry!

Tide PODS® is an innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. 

The Tide PODS® brand is about being authentic, spirited and insightful. We would like to see these characteristics come through in your entry. 

To help us understand your idea, please answer the following two questions:

  1. What is your idea about? And how is the functional benefits of Tide PODS® expressed in an engaging way?
  2. What changes would this revolutionary product bring to women's lives?

ヒント

下記に紹介する例は、望ましい応募作品例を分かりやすく説明するためのものです。この内容のままの作品は選考の対象外となります。

Think about how you can put yourself in our target audience’s shoes and make your idea more effective and resonate with them. 

Some examples of bad entries: 

  1. A poster of a woman who is juggling a perfect life: a job, friends, partner, family, home, and social life. How does she do it? Tide PODS® takes the frustration and time out of doing laundry and she is able to focus on the things that are important to her. And because Tide PODS® does such a good job of cleaning and taking care of her clothes, she always looks good and feels good about herself, and her confidence touches every aspect of her life. While this is a good example for standard laundry detergents, it doesn’t showcase how truly innovative Tide PODS® is.
  1. A product comparison between Product X and Tide PODS®. We know that the product will deliver super efficacy, but we need a more relevant and emotionally powerful idea that will really grab Chinese women’s attentions.

審査員賞

  • #1 1,500€
  • #2 600€
  • #3 400€

フォーマット

1st page a poster with a tagline; 2nd page answers to the two questions (maximum 2 pages PDF).

入賞基準

The brand will select winners that are most able to show revolutionary Tide PODS®’s superior deep down clean in an equally innovative way. We want ideas that will bust the myth that “all laundry detergents are the same” and make new Tide PODS® a laundry product she simply cannot resist.

ガイドライン

このコンテストに関するガイドライン

  • All entries must be submitted in English.
  • Remember to include a tagline that summarizes your idea along with your poster visual.
  • Please answer the two questions above with a clear description and narrative so we understand what your idea is about.
  • Please do not use the US tagline “Pop in Stand Out” for your entry.
  • 選択されたエントリは、インターネット上で使用されます。権限とライセンスは、インターネット放送と互換性がある必要があり、保護要素(音楽、写真などを含む)を使用します。あなたはいつでもこれらの権限とライセンスの書かれた証拠を提供することができなければなりません。

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