Unilever Skip: Skipoupoli Dirt is good!
Consumer Engagement Program
Unilever is a multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. Unilever’s portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. It produces world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Skip, AIM, Pummaro, Elais, Vitam, and Becel Pro-Activ, among others.
Unilever wanted to create a brand activation program that would promote Skip’s new philosophy that encouraged consumers not to worry about getting dirty, but to enjoy it, to have a good time and to promote their creativity.
Working with Unilever, Sprint designed Skipoupolis (Skipcity). The program was developed for Skip, one of the primary brands in the detergents family in Greece, to promote a new campaign that urged consumers, with the central message, “Get dirty, it does good!” The target group was children age 5-10 years old and their parents. Based on this group, we created a “city” that was named “Skipoupolis” (Skipcity) and was a large playground over 4000 square meters.
The games that were chosen for the large playground were aimed at promoting creative games and to “dirty” the children’s clothing. The visitors played high-movement games, such as musical chairs, potato sack races, and track racing. At the end of the day, Skip organized a party for all the participants, with lots of dancing, music, and songs.
The Goal of Skipcity was to attract 10,000 participants in Athens and 3,000 in Alexandroupolis. The goal was reached with 14,000 participants in Athens and 6,000 in Alexandroupolis. Public sentiment and commentary so much from the parents as well as the children were excellent and the event was welcomed with great enthusiasm.