VIVA encourages Aussie families to ‘Share the Cleaning’ in new campaign via JWT, Sydney
Based on the consumer insight that Aussie mums do 85%* of all housework, Kimberly-Clark’s Viva brand is calling on Aussie families to ‘Share the Cleaning’ with a new campaign that kicks off this Sunday 3 March via JWT, Sydney.
The new campaign includes two 30 second TV ads, as well as one 15 second TV.
The Viva brand conducted research that revealed 96%* of mums believe it’s important their children develop household cleaning skills, but 70%* find it easier to just do the housework themselves (on average today’s teenagers need to be asked on 3 times* to do a chore).
Says Lisa, McKee, marketing manager: “The ‘Share the Cleaning’ campaign is about encouraging parents to share the cleaning load and teach their children life skills with the help of Viva’s range of handy Clever Cleaning products. The Viva Clever Cleaning products are so effective, safe and easy to use that everyone in the family can pitch in, giving Aussie mums a well-deserved break.”
As part of the campaign, the VIVA brand is also launching a 30 Day Cleaning Challenge via an interactive website www.sharethecleaning.com.au. Consumers are invited to log on, re-create their family online and develop a personalised cleaning calendar where they can delegate tasks, allocate motivating rewards and find handy hints and tips to share the cleaning. Consumers will also be in with a chance to win $1000 for participating.
The campaign will also be supported online on the Viva Clever Cleaning Facebook page, and through in-store promotions, and will appear during hit shows like Masterchef: The Professionals, The Block and Modern Family.
*Newspoll Survey January 2013
Creative Agency: JWT, Sydney
Media: Mindshare
15 Comments
Terrible, so corny!
But I can’t really follow what’s going on, like the edit lets down the info I’m meant to take from it. Nice and colourful though. I guess it’ll get noticed.
But I can’t really follow what’s going on, like the edit lets down the info I’m meant to take from it. Nice and colourful though. I guess it’ll get noticed.
I can’t wait to go to a cleaning up website. Neither can my kids. Awesome.
Vomit producing.
I’ll need a truck-load of Viva to clean up the mess.
Seriously though, why would you PR such garbage.
Is this a joke?
Hey that chinese girl is Mei Lee from Shortland Street.
Piles of vomit induced that awful, artificially cheerful mumsy voice-over who adopts exactly the same read whether it’s for Viva, Nutella, or even ABC Jazz. Can we start a Facebook hate group? Oh yeah, and the Viva work is excruciating, as if wasn’t abundantly self-evident.
Why would anyone engage with this? I bet sharethecleaning.com gets 7 hits, 3 from the client and 4 from the agency.
Why would the media agency let this happen. Surely there is an insight person in the agency that said THIS WONT WORK
What a killer insight… Bet that took months of research to unearth.
If mums do all the cleaning, pleasing to see this campaign absolves dad of any responsibility.
Yep, this ad is definitely going to get kids off the play station, registering themselves online so they can take over the cleaning from….snoreeeee….
What am I missing here? The edit makes no sense.
Of course it is easier to clean yourself, than to try and teach children about cleaning, bla, bla. And if people are moaning for children on playstations, then why did you get them one?
I will take on this 30 day “share the cleaning” and when my family win the cash, we will go on a fun weekend away in the country as a wonderful reward 🙂