La Fabril "Magazine"

La Fabril launched the new product Olympia the only disinfectant floor cleaner with insect repellent action. To highlight this benefit, developed through a traditional channel innovative and simple action. Who ever did not roll it up the magazine to kill the mosquito or cockroach on the wall? Based on this brand insight hired 4 magazines for free distribution: Interbarrios, Clubs, Samborondon & Country's for an interactive action. These magazines have a circulation of approximately 30,000 copies, comes monthly to gated communities, clubs, medical offices and restaurants and are delivered door to door every month. The reader received its monthly with the particularity of being rolled up and tied with a strip of paper. In the back of the strip close to the Olympia logo.

Agency: Maruri Grey Ecuador.

Alteco Super Glue "Steel Span Wire"

The communication is focusing on “Alteco Super Glue”, aims to make the brand grow up rapidly in China market. The power of Super Glue to secure the suspending cables supporting the suspension bridge. The sales increased 120% more than the target number, what’s more, the brand recall and brand preference achieved at 96%.

Agency: DDB Shanghai, China.

Lenor "Flower buckets"

The challenge was to create awareness for Lenor flower - scented laundry softener. They replace the flower buckets of the Romanian florists with Lenor bottle-shaped buckets, emphasizing the flower fragrances of Lenor softener in a free of charge and powerful way. The flower buckets from most Romanian flower shops are neutral and kind of dull. The simple action of replacing them, offered the brand free media space with great exposure, highlighting the product benefit in a fresh way. The idea came to life in the flower shops across Magheru Avenue, one of the Bucharest's most circulated street; between 15,000-20,000 pedestrians per day. One an non-spot-qualitative research, in terms of creativity and distinctiveness, on a scale from 1-5 (5 being the maxium), 85% of the respondents rated the idea above 4.

Agency: Grey Bucharest, Romania.

Jif Mopp "Dirty board"

JIF Mopp is the most known floor sweeper product in Norway. It uses a dry microfiber cloth that attracts dust. An abribus board with the JIF microfiber cloth covering the board placed close to city traffic. The cloth gets dirtier every day. The logo and the text ‘Recommended by the Norwegian Asthmatic Organization’ are printed on transparent plastic plate on the top. The cloth beneath the plate remains clean, so people can see how dirty the rest of the cloth has become.

Agency: Aich & Mokie Oslo, Norway.

Bounty "Big spills"

What better way to demonstrate the superior absorbency of Bounty paper towels than with some big spills. And they are talking about some seriously big spills. On Seventh Avenue in New York, busy commuters are greeted by a six foot tall coffee cup knocked over and spilling onto the sidewalk - complete with steam and the aroma of freshly brewed coffee. And in Los Angeles, weekend shoppers find a seven-foot long, 550 pound ice pop melting in the Third Street Promenade. Both these spills were accompanied by sampling and outdoor ads delivering the message, Bounty "Makes small work of BIG spills".

Agency: Publicis New York, USA.

Clorox "Reverse Graffiti Project"

Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that fact, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, plant-based cleaner called Green Works. In order to succeed, they would have to reach ecologically-minded thought leaders, the very people leading the charge against toxic cleaners. At the same time, they would need to demonstrate to their current customers that a green cleaner could be just as effective as a traditional cleaner. Both groups needed to see proof. Their idea was to create a larger than life product demo that proved this new product was worthy of its name sake. An event that would show the world that Green Works is green and that it works. They enticed Paul “Moose” Curtis, pioneer of an art form called “clean tagging” to help realize their vision. Green Works are 99% plant-based, so they had the idea to reverse out a mural of plants and trees. They chose a high-traffic, incredibly dirty location - the entrance to San Francisco's Broadway Tunnel. The 140-foot wall became the canvas for a live Green Works billboard. The event was covered by local news channels and received press coverage the following day. They commissioned award-winning documentarian Doug Pray to shoot a short film profiling Moose’s artistic philosophy and the creation of the mural. They developed a dedicated website (reversegraffitiproject.com) to house the documentary and provide people with more information about the event and give them the behind the scenes story. They gave the documentary its debuton You Tube for maximum exposure and seeded it in popular social and environmental blogs. Images of the mural were posted on over 230 blogs around the world. In less than one week the film became YouTube’s #1 Featured Video and received over 500,000 views. With $55,000 USD and one dirty wall they reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. They turned negative conversations into influential ones driving a negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily. Gold Cannes Lions Media Winner.

Agency: BBDO West San Francisco, USA.

Tide Detergents "Stainbroidery"

Sampling exercise to giveaway free sachet packs of Tide. Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind. Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand. The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Mumbai, India.

Tide "Loads of Hope"

Tide's non traditional campaign loads of hope is clever and great for the brand and actually helps a lot of people in need. The loads of hope vehicle shows up after disasters and allows people to do laundry on the spot. Now that is delivering hope, good will and brand awareness.

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Windex "Glass So Clean It's Invisible"

The goal was to create a fun, attention-getting ambient experience on the streets of Chicago for Windex. At the same time,Draftfcb Chicago wanted to prove in a light-hearted way what so many Windex users have learned: 'Glass is so clean it's invisible'. The solution was a guerilla effort utilizing Chicago's renowned Second City improvisational performers and … Nothing. The result: thousands of consumers saw nothing and went away thinking only one thing: Glass so clean it’s invisible. This event was staged over a week during the busiest times of day on Chicago's Michigan.

Check the video here:
Windex

Agency: DraftFCB Chicago, USA.

Scotch Brite "Sponge"

They were asked to show Scotch-Brite's USP super absorbent. So they wanted to find a novel way to demonstrate Scotch-Brite super absorbent sponge to their customers. They attached the sponge to water taps that found all over the city. Whenever the tap was used, the consumer saw a clear and effective demonstration of it's superb absorbency. This created a buzz in the city and the clients saw an increase in awareness & sales.

Agency: Y&R Bangkok, Thailand.

Spontex "Hand Care"

They send a direct marketing pack to housewifes to communicate that the best hand care you have it with the spontex gloves. The gloves were inside of a packing that simulates to be a hands cream. The sticker reads: Hands Care Treatment.

Agency: Reskala y Asociados, Mexico.

Pattex "Hovering Cocrete Poster"

Henkel wanted to demonstrate that Pattex Clear Power Tape is an extremely strong and above all clear Power Tape that sticks to virtually any surface and resists even extreme pressure. To demonstrate the extreme strength and durability of the tape they used billboards throughout the country that looked like they were made of solid concrete. The posters were suspended using the clear Power Tape which gave the impression that they were hovering midair. Those interested were able to ask for further information about the product by using the Bluetooth facility on their mobile phones. They were also able to order a free sample of the product having first answered the question ‘How much weight can their Clear Power Tape withstand?’. With the world’s first floating concrete poster an average number of 120,000 spectators during the one-week campaign were shown in a surprising and colourful manner that Pattex Clear Power Tape really does live up to its name. With over 10,000 requested samples it became the most successful media campaign of the year. Pattex Clear Power Tape is one of the most successful products in the Henkel adhesive portfolio.

Agency: DDB Dusseldorf, Germany.

Cillit BANG "Clean Coin"

Create an impactful low budget sales promotion for the household cleaning product Cillit BANG. Communicate the product benefit in a relevant and convincing way. Success will only be measured in sales. It was a 1:1 realisation of the original concept. The promotion took place at the POS, via a very special „secondary placement“ nobody could escape: The supermarket’s cashier. Here a 5 Cent coin – half way cleaned by Cillit BANG and half way dirty – was given out as change to every consumer. The coin was branded with a little transparent sticker. Making use of the well established TVC key visual of the clean Cillit BANG-coin and taking it into real life at the POS worked as the living proof of the advertising promise „nothing cleans like Cillit BANG“. How can a sales promotion be more convincing? Small size, big effect. The results were amazing. The supermarkets of the REWE group, where the sales promotion was realized, showed a sales uplift across the entire Cillit BANG range of plus 337 % in comparison to the respective previous period. Because of the big success at a reasonable price and the highly positive involvement of the consumers a nationwide instore „Clean Coin“-sales promotion is planned for the second half of 2008.

Agency: Euro RSCG Dusseldorf, Germany.

Pattex Power Tape "Cages"

Clearly demonstrate that Pattex Power Tape is an extremely strong multi-purpose adhesive tape that not only sticks to virtually any surface but also resists extreme pressure. In order to demonstrate the product’s benefits, billboards throughout the country were turned into cages for wild animals. However, instead of using metal bars to protect their visitors they used Pattex Power Tape. Dozens of rolls of tape hanging at the bottom of the billboard often had to be replaced several times a day for those interested in trying the product themselves. With an average number of 525,000 contacts during the one-week campaign spectators were surprised by this clear example of how strong Pattex Power Tape actually is. Over 20,000 samples were taken by potential customers. Pattex Power Tape was one of the most successful brands in Henkel’s 2007 adhesive portfolio.

Agency: DDB Dusseldorf, Germany.

Stella Aromatherapy "Extinguisher"

Often, an argument inside a meeting room can turn into a conflict. Enter the Stella Aromatherapy "Extinguisher" - a real fire extinguisher box now containing Stella Air Freshener, with explicit directions on usage. The Stella "Extinguisher" was installed in meeting rooms in various office establishments. Quite apart from its humourous "talking point" value, it also serves as an extremely memorable tool when it comes to the benefits of Stella Aromatherapy Air Freshener.

Agency: Advantage Jakarta, India.

Exel "Torture test"

Consumers were sceptical about our claim of confidence to 'remove stains in one wash. So mailing and other suppliing activites were needed to prove to consumers that Breeze Excel actually delivered on its promise. They mailed a t-shirt wrapped box that contained product sample to selected women's social groups across Thailand (including rural areas where traditional mediums such as TV and press are inside. Instead of finding a free gift on the inside, the actual box was wrapped with the gift. As predicted the postal service ruined the T-shirts. And if the recepients wanted the T-shirt to look as good as new, all they had to do was wash it once with the product sample. Unlike instore sampling, they could control and to whom we were talking to. As a result this mailere allowed consumers across Thailand to prove the efficiency of this product (and ourselves) by interacting with the product directly. Because of this personal interactive demonstration, word of mouth increased sales and greater brand awareness. Research is being done to use this mailer as part of Unilever case study for succesful intergrated Brand Communication. 2x Gold Direct Lions Winner.

Agency: Lowe Bangkok, Thailand.

Ariel Stain Pen "Book"

Invite active trail of the Ariel Stain Pen from people "on the go". The Ariel Stain Pen Book - a self-help book "How to help get rid of stains on the go" was placed in cafes & bookshops and included an Ariel Stain Pen, die cut into the pages for the reader to use. When found, the reader was encouraged to take the book and leave it anywhere in the world, register it at bookcrossing.com, review the book and set it free. The fate of the book was up to the readers. Online reviews and activity on bookcrossing.com proved the book to be an "bestseller". The Ariel Stain Pen Books needed daily of refills.

Agency: Saatchi & Saatchi Paris, France.

Ariel "Sliding Doors"

Ariel is organizing a clothes donation campaign. As part of this campaign they thought of having an application on sliding doors in the supermarkets where the donation will take place. We see a picture of a kid wearing a thin tank top and jeans. As the doors slide open, he's covered with a warmer sweater, showing the instant effect of the clothes donation campaign.

Agency: Saatchi & Saatchi Beirut, Lebanon.

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Glad "Newspaper"

From July 28th to August 11th 2007, the newspaper New Express Daily, one of the local newspapers with the largest circulation, was put in Glad Zipper bag and sold at news stalls. Headline. Glad, fresh everyday.

Agency: Invisible, China.

Varta "Key card"

Once the key card, wich has a sticker of two #4 Varta Batteries on it, is inserted, the entire room's electricity power will be turned on, creating this magical effect as if the whole room's electricity came from those two little but powerful batteries.

Agency: Publicis, Taiwan.