2011 Winners & Shortlists

The Brief

In a category cluttered with boring demonstrations of stain removal, our task was to demonstrate how easy it is to remove stains with Clorox for Colors in a memorable way.

Describe how the promotion developed from concept to implementation

We built a backdrop with the image of a T-shirt and placed it in the aisle of a prominent supermarket. Passers by were then invited to play a game where they had to throw a tomato at the T-shirt. This is when the idea unveiled. These ‘special’ tomatoes created a splat on the shirt for a moment and then returned back to its original form, finally dropping off. A simple demonstration of how easy it is to remove stains with Clorox for Colors. Specific targets on the wall rewarded the people who participated with a free bottle of Clorox for Colors – a fun way of sampling the product.

Describe the success of the promotion with both client and consumer including some quantifiable results

The activation saw a huge turnout with participation from over 4,000 people while double this number witnessed the event, including enthusiastic women and children alike. As the word spread, people started picking the product from the shelves. Most importantly, our target audience was left with a single-minded message – Clorox for Colors helps remove stains easily.

Explain why the method of promotion was most relevant to the product or service

This live activity engaged the target audience right from the point when a stain happened till the stain was removed, in a fun and memorable way. Most importantly, it targeted them in a place where they are about to make the decision – the supermarket.