Tide Pods 比賽結束
eYeka Express

Make revolutionary Tide PODS® a desired laundry product women simply cannot resist.

開始 2016年3月10日 結束 2016年3月23日 23:59 UTC 審議 結果 2016年4月
開始
2016年3月10日
結束
2016年3月23日 23:59 UTC
結果
2016年5月
新聞

Updates on “Tide Pods” brief and contest extension

3月16日 10:27

Apologies but as stated in our recent email, the mandatory questions have been revised. Here they are:

  1. What is your idea about? And how is the functional benefits of Tide PODS® expressed in an engaging way?
  2. What changes would this revolutionary product bring to women's lives?

In light of this revision, the contest will be extended till March 23. Looking forward to receiving your entry!

簡介

背景

Changing out of dirty clothes into clean clothes, or diving into a freshly made bed with clean bed linen – that’s the most enjoyable feeling of clean and fresh. Now imagine taking what you know about clean to a whole new level.

Tide PODS® is the first ever innovation from Tide, the #1 laundry brand in the US. It is the gold standard in laundry detergents that revolutionizes the experience of clean, with its innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. Its superior deep down clean over regular powders and liquids explains its higher price, and makes it worthwhile.

This new cleaning experience is targeted at affluent women living in cosmopolitan cities in China, age 25-34, who are sophisticated and informed. They love new ways of doing things but are weary about gimmicks that fail to deliver. They embrace innovation and products that improve their quality of life. Because they want the best out of life, they’re willing to spend more on the things they want

Today, we want your creativity and insightfulness to convince these women that Tide PODS® is an innovation they must experience for themselves.

創意挑戰

In a poster with a tagline, show how revolutionary Tide PODS® offers superior deep down clean that is irresistible to women and their best choice when it comes to laundry.

The goal is to find an idea that will inspire a Tide PODS® campaign in China that will make women want to buy and use this product because it offers them innovative superior deep down clean that their traditional powders and liquids can’t, even if it is more expensive. Bring to life Tide PODS® as a product revolution that sets it apart from regular powder and liquid detergents.

Don’t worry if you don’t know the Chinese consumers well, imagine a situation where you’ve been willing to buy something a little more expensive because you think it’s an innovation worth spending on and apply that to laundry!

Tide PODS® is an innovative 3-in-1 laundry solution that combines concentrated liquid, stain removal booster and brightener all at once in a 3-in-1 chamber. 

The Tide PODS® brand is about being authentic, spirited and insightful. We would like to see these characteristics come through in your entry. 

To help us understand your idea, please answer the following two questions:

  1. What is your idea about? And how is the functional benefits of Tide PODS® expressed in an engaging way?
  2. What changes would this revolutionary product bring to women's lives?

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。

Think about how you can put yourself in our target audience’s shoes and make your idea more effective and resonate with them. 

Some examples of bad entries: 

  1. A poster of a woman who is juggling a perfect life: a job, friends, partner, family, home, and social life. How does she do it? Tide PODS® takes the frustration and time out of doing laundry and she is able to focus on the things that are important to her. And because Tide PODS® does such a good job of cleaning and taking care of her clothes, she always looks good and feels good about herself, and her confidence touches every aspect of her life. While this is a good example for standard laundry detergents, it doesn’t showcase how truly innovative Tide PODS® is.
  1. A product comparison between Product X and Tide PODS®. We know that the product will deliver super efficacy, but we need a more relevant and emotionally powerful idea that will really grab Chinese women’s attentions.

獎金

評審團獎金

  • #1 獎金 € 1,500
  • #2 獎金 € 600
  • #3 獎金 € 400

格式

1st page a poster with a tagline; 2nd page answers to the two questions (maximum 2 pages PDF).

評獎標準

The brand will select winners that are most able to show revolutionary Tide PODS®’s superior deep down clean in an equally innovative way. We want ideas that will bust the myth that “all laundry detergents are the same” and make new Tide PODS® a laundry product she simply cannot resist.

比賽指南

本次比賽指南

  • All entries must be submitted in English.
  • Remember to include a tagline that summarizes your idea along with your poster visual.
  • Please answer the two questions above with a clear description and narrative so we understand what your idea is about.
  • Please do not use the US tagline “Pop in Stand Out” for your entry.
  • 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。