Comfort Fabric Softener arrived in South Africa
with a positive & popular start.
Their new fragrence, Comfort Lavender, was to be digitally
announced in an unique, educational and fun way.
Thus, based off of the global TVC, we created a browser app to be directed at mums, showing how Comfort freshness, like true love, lasts and lasts;
serving as fun, progressive & rewarding.
Global TVC:
A simple one-click installation of the
Comfort Lavender Browser Extension was
all that was required to get your hunt started and winning!
Comfort Lavender Browser Extension was
all that was required to get your hunt started and winning!
The extension hid Comfort Lavender bottles across the internet &
by following our clues posted on social media, you were able to
discover some of the more difficult finds.
Collecting the bottles rewarded our players with instant prizes, from bouquet
of flowers to book vouchers. All making the game most enjoyable & creating loyal fans of the Comfort product.
However, collecting 5 bottles earned entry into the grand prize being a second (or first) honeymoon for the winner and their partner.
The more bottles you found, by keeping keen eyes on our social platforms for hints, and general internet browsing, the greater your entries & the greater
your chances!
We undertook the challenge & necessity to make the extension available for all common browsers, for simplicity & friendliness for our mums.
Beyond this, we found it to be a valuable opportunity to educate them about current web interaction, social applications & the unique & enjoyable experiences made technically possible.
Once discovering your first bottle, the users would require either a Twitter and/or facebook account, to log into the game and for us to track their progress. This also allowed the users to view their own progress & receive special tips & hints from their personalised profiles, located on the Comfort South Africa's facebook page.
Sharing the game via your social networks would also reward the player with bonus enties, getting them closer to their goal & their second honeymoon,
all while broadening our reach with like-minded individuals.
A fun novelty we added to the application was to subtly change the users traditional facebook & Google look. By changing the facebook blue & the
Google top navigation bar to our favoured Comfort lavender colour,
we were able to remind our mums of our virtual hunt without
invasive or interruptive methods.
The Comfort Lavender browser app was considered to be one of Unilever's most successful digital campaigns.
The template & strategy was to be used on an internal capacity for consideration throughout all other Unilever brands.
The user experience was enjoyed so much, that repeat usage was requested & carried over onto other campaigns.
- THANK YOU -
Official case study for the Comfort Lavender app 2014:
(The following year from debut)
Agency: Niche Digital
Art Direction: Michael Celliers/ Dustin Silk
Copywriter: Rory Jacobs / Leigh Augustus
Developers: Michael Celliers / Dustin Silk
Art Direction: Michael Celliers/ Dustin Silk
Copywriter: Rory Jacobs / Leigh Augustus
Developers: Michael Celliers / Dustin Silk
Date: June - July 2013
