60 Minute Makeover
with Cif and Domestos
60 Minute Makeover and Cif /
Domestos
Background:
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Unilever is a multi-national corporation which owns numerous brands, ranging from food and beverages to
personal care and cleaning products. One in two households in the world have a Unilever brand at home
Cif and Domestos are two of the brands which fall under the Unilever umbrella and it was these two brands
which were selected to be sponsors of 60 Minute Makeover from March – June 2010
Both brands are famous within the world of cleaning products, however, Domestos has recently launched a
new product ‘Domestos 24 HR’ which was a re-launch of its thick bleach range. It was this brand which was
chosen to sponsor the second half of the sponsorship
Objectives:
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To raise brand awareness and achieve standout within an
increasingly cluttered market place
To increase purchase intention amongst viewers of 60 Minute
Makeover
Build awareness of the range
Use the online element of the deal to drive traffic to the
Domestos website
To communicate with the target Housewives audience
60 Minute Makeover and Cif /
Domestos
Reasons for sponsorship:
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60 Minute Makeover was the perfect platform to enable Unilever to communicate with their target Housewives
audience
The ‘makeover’ element of the show also reflected their brand ethos and they were keen to align both brands
with this
The duration of the series (58 x 60 minute episodes) allowed Unilever to showcase both brands and support
them equally, thus making the sponsorship a perfect portfolio opportunity
Programme Details:
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60 Minute Makeover is ITV1’s daily interior design series
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The challenge is simple – to makeover a house within 60
minutes!
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Designers include John Amabile, Colin and Justin and Linda
Barker, who simultaneously present the show whilst
managing the makeovers
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The show is a fundamental part of ITV1’s daytime schedule!
60 Minute Makeover and Cif /
Domestos
Creative Concept:
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Two sets of creative were produced to support the two sponsoring brands, Cif and Domestos. Cif ran for the
first four weeks and Domestos followed for the next eight weeks. The creative concept was designed to
concentrate on the makeover aspect of this show with which both brands were keen to associate themselves
The Cif idents were based on a concept of ‘an affair’ where Clara (a housewife) has become completely
obsessed with her recent discovery of Cif Active Shield, but her three closest girlfriends don’t realise this.
Instead, they are convinced the reason for Clara’s sudden joyous other-worldliness is that she is having a
secret affair – possibly with one of the hot young builders working for Monica
In the Domestos idents, the emphasis was on a training camp for the ‘D-Team’ where the soldiers learn how to
clean toilets effectively using Domestos 24 HR after the builders have been in. The troops were led by
Lootenant D, the ultimate military leader who was obsessed with hygiene and the Domestos mission. The
training took place in the same street that Clara and her friends live on which made the idents creatively
consistent
Broadcast:
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The sponsorship covered all episodes of 60
Minute Makeover from Monday 22nd March
until Thursday 10th June 2010
Cif ran for the first four weeks and then
Domestos ran for the remaining eight weeks
60 Minute Makeover and Cif /
Domestos
Online sponsorship:
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As part of the deal, Cif / Domestos were entitled to a sponsor button on every page of the 60 MM site,
30% share of voice on the Leaderboard, Skyscraper and MPU and 5” bumpers around all video content
and catch up. The online followed broadcast with Cif running for the first four weeks and Domestos for the
final eight
The Domestos campaign delivered above 1.8m ad impressions with an amazing 0.32% Click Through
Rate (CTR) achieving the original objective of driving itv.com users to the Domestos website
60 Minute Makeover and Cif /
Domestos
Research:
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Research was managed by Toluna, an independent online panel provider who carried out
the research in two waves. The first wave was to measure the performance of Cif in the
first four weeks, the second wave to measure the effectiveness of the Domestos 24 HR
sponsorship in the eight weeks that followed
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Results:
– Spontaneous brand association with 60 Minute Makeover and the two tested brands
was strong
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Both current consumers and viewers got the fit between the programme & the
brand(s)
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Those exposed to the show learnt something new about both brands
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All brand metrics evaluated showed positive uplifts
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Ad effectiveness worked across nearly all measures
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Lessons were learned about potential creative angles for the future
Looking at the original objectives, ‘purchase intention’ significantly increased for
60 Minute Makeover viewers, for both brands
60 Minute Makeover and Cif /
Domestos
Shan Bains of Mindshare:
“60 Minute Makeover worked very well as a sponsorship opportunity for Unilever. The aim was
to use the daytime property as a means to showcase both the Cif and Domestos brands. The
longevity of the series meant that this was a perfect portfolio opportunity. At the same time, the
viewers of the show were an ideal fit, ensuring increased brand engagement for the Cif and
Domestos target audiences”