| Philosophy | Bringing to life Zoflora’s ‘KILLS GERMS Beautifully’ message, the creative aims to engage new audiences by demonstrating the brand’s unique offering of unrivalled fragrance quality and performance, combined with product efficacy. Launching with 60 second prime time Saturday evening spots on ITV on 20th March, the five-month campaign will also include 30 second ads, utilising an impressive media budget of £4.3m to reach 82% of the Zoflora target audience 17 times. An additional 60 million impressions will be generated across VOD and digital display, alongside a product sampling and media partnership with The Daily Mail. The ‘KILLS GERMS Beautifully’ campaign focuses on key product benefits and the uplifting and reassuring effect of Zoflora, at a time when home hygiene has never been more important. Zoflora has also been scientifically proven to kill the COVID-19 virus SARS-CoV-2. Handed down through generations, and more recently becoming a cult classic with cleanfluencers such as Mrs Hinch, Zoflora remains a loved brand and the largest contributor to disinfectant category growth, with a 33% penetration increase across 2020. The Zoflora ‘KILLS GERMS Beautifully’ campaign forms part of the brand’s biggest year of activity to date, which alongside the £4.3m media spend in the first half of the year, will see the introduction of new and contemporary packaging, and even more beautiful fragrant introductions to continue to surprise and delight consumers. Directed by Gus Filgate, the commercial was shot entirely in camera, rather than defaulting to CGI, to ensure an authentic expression of the brand’s defining proposition on screen. Using a phantom camera on a Bolt Motion controlled rig, the hi-speed explosions were shot at 500 FPS, then combined with the 25 FPS movement of the hero character to achieve the captivating look and feel that resonates throughout the creative. |