2011 Winners & Shortlists

The Brief

In a cluttered category and with very little budget to prevent us from going mass media, our task was to create buzz around So Pure, a brand with low awareness in the hand sanitizer category.

Describe how the promotion developed from concept to implementation

We chose key areas with heavy footfall and a lot of outdoor cafes/restaurants. With the help of some actors, we staged a stunt wherein a stranger began walking on his hands to catch passers by and customers sitting in the adjacent restaurant unaware. The stranger walked a few metres on his hands and then joined his friends waiting for him at the restaurant. He removed a bottle of So Pure hand sanitizer, cleaned his hand with it and began eating straight away, in front of the shocked people sitting around him.

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

Due to the unusual execution, the live action stunt was startling and was true to the core brand promise. Apart from a gaining a lot of attention, it was a great platform to create buzz for a brand before a specific marketing budget was actually allocated to it.

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

It was a demonstration of the product efficacy in the most unusual and shocking way. A clean hand before eating is the basic rule of hygiene and this stunt placed our product this very moment.