“Dirt is the mark of adventure. It’s a sign that we’re getting stuck in and learning from life. We believe that getting messy is the sign of life lived to the full, especially for kids. Getting outdoors to play and discover is fun, but it’s also vital to every child’s healthy and happy development.” Research showed that Indonesian mums consider outdoor activities fundamental for their kids’ development. Rinso is the trusted washing detergent brand that can enable this development and it was TLC’s task to bring it to life.
“Through ‘Dirt is Good’, we’re working to promote real play for every child.”
To help promote the Rinso brand positioning of ‘Dirt is Good’, to mums, we created the “Let’s Play” campaign. In this promotion with every pack of Rinso sold, we offer a Free kids entry voucher to any one of over 150 premium kids’ adventure venues across Indonesia. (That was a voucher on over 15 million packs.) Venues include everything from waterparks, adventure playgrounds, safaris and Zoos to ice skating and science parks.
The ‘Dirt is Good’ concept and ‘Let’s Play’ promotion proved very popular indeed and inspired an incredible amount of sharing across social media.
“Rinso Ayo Main was a one-of-a-kind thematic promo made possible thanks to the partnership we had with TLC Marketing. The concept that every child can go to any of 150+ play parks with every purchase of Rinso, brings to life Rinso’s brand purpose very well. This in turn has helped to grow Rinso’s brand equity.” – Erfan Hidayat – Brand Manager FebClean.
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