2011 Winners & Shortlists

Execution

Brief/Objective: In a category where every brand has promised stain removal, our task was to communicate how easy it is to remove stains with Clorox for Colors, while inducing trials. Solution/Idea: We created the most common stains like ink and ketchup with lego bricks and made it part of a special-built Mupi. Placed at a strategic aisle inside a prominent supermarket, this Mupi engaged people by allowing them to remove these bricks (and therefore the stains) with their own hands. Thus demonstrating how easy it is to remove stains with Clorox for Colors. Some of these lego bricks had a promotion attached that rewarded the people who found them with a free bottle of Clorox for Colors – a fun way of sampling the product. Relevance: Though laundry is primarily her domain, our target audience doesn’t necessarily enjoy it. This activity engaged them in a way that made stain removal fun and memorable, targeting them when they are in the mindset of choosing a brand – at the supermarket. Results: Due to its engagement factor, the activation recorded participation from over 600 people in the first four hours alone. This number touched 5000 by the end of the promotion period while double this number chose to be captive audience, resulting in word of mouth. The message that Clorox for Colors helps remove stains easily was clearly established and pushed people to pick the product from the shelves.