Febreze Fabric Freshener 比賽結束

Inspire homemakers to try and buy Febreze.

開始 2015年11月19日 結束 2015年12月09日 23:59 UTC 審議 結果 2016年3月
開始
2015年11月19日
結束
2015年12月09日 23:59 UTC
結果
2016年2月
簡介

背景

Take a deep breath in. What do you smell? And although our sense of smell is such a vital part of our lives, it is a sense that gets bored easily. Think about this – when entering a bakery, you are very aware of the aroma but by the time you reach the check-out you no longer smell the different aromas around you. This is the same for bad odours.

Malodours have many sources, for example, children play sports and go home with sweaty, smelly sports gear, cooking leaves food odours lingering on upholstery, and even from the things that you encounter outside of the home such as smoke. The seasons bring different malodour challenges too, from thick coats smelling musty in the winter to perspiration during the hot summer months. And as your nose gets used to be bad smells quickly, you don’t realise that something just doesn’t smell right.

Febreze is a popular fabric refresher that doesn’t just mask odours, it eliminates them, giving people a breath of fresh air, so that they can inhale deeply and exhale happily. In Korea, it’s not new to the market but some women don’t understand what it does exactly, and so don’t feel the need to try it or continue buying it. Others know Febreze but think it’s old fashioned, “for my mum, not for me.”

How would you get Korean homemakers to realise the need for Febreze, make it relevant to them again, and get them to try it and buy it?

創意挑戰

Through a simple, engaging and powerful story with visuals and text, convince Korean homemakers of the importance of keeping their lives free from bad odours with Febreze.

We needs your creativity to convince busy homemakers that keeping their homes clean and free from nasty odours is easy and effective with Febreze, helping them to provide a fresh, clean and comfortable home environment for their family.

You don’t need to be an expert on Korea to understand or identify the challenges Korean homemakers face in taking care of the family and running the home. Here are some useful insights about Korea mums: As with being a mum in many other countries, there’s usually a bit of a struggle between the roles that they play: an independent woman, a wife, and a mother. How others perceive them is a concern and they often strive to be because society expects them to be and because that’s what they want for themselves. While they work hard to keep to the highest standards, sometimes, they feel that their efforts are not always noticed and appreciated. You can also keep in mind how great you feel in a home, clean and free from nasty odours.

Help make Febreze appealing and relevant to homemakers. Share your creative and out of the box ideas to keep their homes free from nasty odours. They think that Febreze is too boring; help refresh and reframe Febreze in their eyes.

Keep in mind Febreze’s brand personality: witty and ingenious. It’s a simple and effective fabric refresher that fights bad odours that may linger at home – on your clothes and upholstery. Please note that it is not an aerosol or an air freshener.

Please answer these three questions:

  1. What is the idea behind your story about? Please describe it.
  2. What makes you think your story will convince busy homemakers to try and buy it?
  3. In your story, how would using Febreze make them feel?

Remember, Febreze is a fabric refresher that breathes freshness into things like clothes and upholstery; it is not an air freshener that comes in an aerosol can that you spray into the air.

提示

我們提供的舉例只用於講述其中的思路,讓你更好了解我們的期待值。請不要在你的作品中照搬,否則作品將被拒絕。

We’re talking to modern homemakers and mums, even though family is important to them, they’re not old and boring, with only the family to look after, like in the 1950s.

Example of a good entry: A homemaker welcomes her husband at the door and scrunches up her nose at the odours on his winter coat as he steps in. He has just come back from eating BBQ with his colleagues. Their two children in their pajamas run up to greet him but before he reaches to hug them, she stops them and sprays the husband thoroughly with Febreze. The kids jump into their dad’s embrace. She shakes her head, smiling, she says to her husband, “Sweetheart, sometimes it’s like taking care of a home with three children.” He smiles and hugs her, and she’s contented the nasty odours are gone.

Example of a bad entry: A woman sprays Febreze on all her furniture. They look clean and fresh. She feels very happy and proud. This is a bad entry as there is no story and nothing to grab someone’s attention and interest.

獎金

評審團獎金

  • #1 獎金 € 4,000
  • #2 獎金 € 2,000
  • #3 獎金 € 1,500
  • #4 獎金 € 500

格式

Presentation with visuals and text (maximum 3 pages PDF).

評獎標準

The winning entries will inspire a Febreze campaign in Korea in an emotionally engaging and relevant way that will make homemakers excited to buy the product. It will give them that feeling that they’ve done their best for the family.

比賽指南

本次比賽指南

  • Entries must be in English.
  • Include a clear description and narrative so we understand what your story is about.
  • Visualise the story so that it helps us to understand what it is about, you may use several images to illustrate it.
  • Febreze is a fabric refresher that breathes freshness into things like clothes and upholstery; it is not an air freshener that comes in an aerosol can that you spray into the air.
  • 入選作品將被用於在互聯網上。授權和許可使用受保護的內容(包括音樂,照片..)必須與互聯網廣播兼容。你必須能夠在任何時間提供這些授權和許可的書面證明。

eYeka愛可網標準比賽指南

  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。