2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

The Clorox Go Anywhere billboard, is a unique form of Guerilla marketing, placed in an unexpected and unlikely location to engage with our target audience (hikers taking advantage of the cool UAE winter) at the exact moment when Clorox On-The-Go disinfecting wipes are most necessary…when they are about to use a less than sanitary roadside toilet. Using the billboard as a way to give people free samples of Clorox Disinfecting wipes, demonstrated the benefits the product and created a buzz in the area at this unusual and bold brand activation.

Background

Clorox wanted to raise awareness about their new On-The-Go disinfecting wipes, and reinforce their brand position of #TrustClorox. They wanted a brand activation that would catch attention and stand out from the standard competition communication in a completely unexpected and conversation worthy way. To prove that with the disinfecting power of Clorox you really can go anywhere, we tackled the most stressful of sanitary situations. The roadside toilet. Everyone has faced the same situation, you’re on a long road trip and suddenly you really have to go. The only options are usually less than clean, leading to the age-old question of ‘to go, or not to go.’ But when you carry Clorox On-the-go wipes the situation isn’t so worrying anymore. We wanted to get people engaging with our brand to take a free sample, so they can have the confidence to go anywhere.

Describe the creative idea (20% of vote)

In our research we found that when people are out and about, they go to extreme lengths to avoid public toilets, even when they really have to go. When they do use a toilet, they have a serious aversion to touching restroom surfaces, including faucets, soap dispensers and toilet handles. This feeling of discomfort in a public toilet was an excellent insight, and led to our creative idea to find a public toilet in a remote and popular destination as our location, allowing us to demonstrate the disinfecting power of Clorox. This is a moment and scenario where people would really need to use the Clorox On-The-Go wipes to disinfect the area. We scouted for the perfect location in the very popular hiking destinations in the mountains of Ras Al Khaimah, and found a real toilet that is well-used and had a lot of footfall.

Describe the strategy (20% of vote)

In the media landscape for disinfecting brands it is difficult to cut through the noise with a traditional media plan, especially when the competition has deeper pockets. This is why we decided to go bold, and grab people’s attention in an unexpected way, in a very unexpected location, and with an unexpected media - a billboard. We felt this bold approach was a confident way to raise awareness and to continue to strengthen the brand message of #TrustClorox. This was the first phase of a brand platform to continue to build Clorox’s market position as the most trustworthy disinfecting product.

Describe the execution (30% of vote)

We found the only toilet in a 52km radius, located in a very busy hiking area in Ras Al Khaimah, made even busier due to the time of year. A place we knew would get a lot of public foot traffic. Here we built a billboard, right next to the toilet with the message “For when you really have to go”, and filled the billboard with free samples of Clorox disinfecting wipes. This became a unique and unexpected media placement, that caught the public’s attention and created engagement as they picked up the free samples to take home and use for the next time they are on the go.

List the results (30% of vote)

+200 engaged hikers +100 happy toilet users 100% of samples given away 1 very disinfected toilet