30 Seconds

THE BACKGROUND

30 Seconds is a range of 12 outdoor cleaning products sold through hardware stores and supermarkets.

Despite its strong distribution channels and history in the market, 30 Seconds suffered from very low awareness among its core target market. This meant that the brand was not making the most of its market presence or product superiority.

Its existing campaign lacked cut-through and recall while its media budget was stretched to support nine months of activity across the year over a number of different media. The result was that 30 Seconds media budget was not being effectively leveraged.