Biozet Attack and ad agency Bashful join forces to create Australia’s first ‘quick wash’ solution

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Screen Shot 2014-05-16 at 9.59.35 am.jpgBiozet Attack and Bashful have joined forces to create an Australian first for laundry with the development of Biozet Attack Rapid – a new supermarket laundry product specially formulated for domestic ‘Quick Wash’ cycles.

The development was initiated by the Sydney-based creative agency in response to extensive research into the market that suggested a great opportunity.

Says Bashful CEO Simon Bookalil: “In the current supermarket landscape brands cannot survive with just incremental growth, they need big, game changing ideas that significantly grow market share. As such we decided to start not at communications but rather at product.”

Following extensive research on brand and consumer behaviour the agency identified that the Biozet Attack customer, an urban dwelling audience of SINKS, DINKS and Young Families on the hunt for solutions to save them time and money, didn’t have the confidence that the Quick Wash cycle was suited to regular use.

“Most use the quick wash on certain occasions but don’t have the confidence it can be used every time. We realised that a brand that gave them that confidence would be embraced,” Bookalil said.

Since being engaged by Biozet Attack earlier in 2014, Bashful has guided the brand towards “benefit focussed” creative that captures the innovative spirit of the brand. The Biozet Attack Rapid TVC (directed by Tim Green at Window Productions) and creative were both designed to appeal to an early-adopting audience, and consciously avoids referencing technology and jargon.

Says Dora Ngov, Associate Director Mass Marketing at KAO Australia: “It’s always a pleasure working with agencies who can deliver exactly what we need. Simon and the Bashful team’s work on the Biozet Attack Laundry campaign was creative, strategic & results driven.”

The integrated advertising campaign includes the TVC, Public Relations and POS Creative and will continue over the next six months.

Client: KAO Australia

President: Shane Scully

Associate Director Marketing, Mass: Dora Ngov

Brand Manager, Biozet Attack: Lucy Du

Bashful

CEO: Simon Bookallil

Creative Director: Emil Vrisakis

Strategic Planner: Guy Marshall

Senior Account Director: Jade Ramsey

Senior Account Manager: Jonathon Morcom

Window Productions

Director: Tim Green

Producer: Mike Salter

Editor: Dan Mitchell

Post Production: Method Studios

Sound Design: Sounds of Steel

Music Composition: Fabian Jolivet

Sound: Nylon Studios