DraftFcb

House & Home (128)

Will wash for food

Will wash for food

Home cleaning company Scotch-Brite, struggling with appealing to a younger demographic, leveraged reward marketing and restaurant partnerships by inviting young urban consumers to test the sponges - in exchange for the meal they already ate.

Why it matters

Surprising jaded people is a challenge, with interception more believable than interruption. Scotch-Brite took a hard-to-win target and offered them something they’d actually use (a free meal), a surprise (they had planned to pay), coupled with an experience (washing dishes with friends) and product trial woven throughout. When we break in to a new demographic, how can we focus on intercepting and joining, rather than stalling and interrupting? Beyond gaming and competition, what are some tried and true bits of shared experience (everyone knows the price of skipping a check is washing dishes) we can use to help challenging customers open their eyes?

Experience
House & Home
United States
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

Cleaning goes on and on

With Replenish - a bottle with an innovative built-in measuring cup - you can easily mix super-concentrated cleaning fluid with water at home to the right concentration. It saves money and is planet friendly.

Austria
Conscious
House & Home
 
Filling a niche

Wohnpage.at is a new website that pays homage to all things relating to property development. The site includes tips on finance, security, energy conservation and gardens to name a few. You can download checklists, calculate costs and watch videos in addition to sharing experiences through the community aspect of the site.
 

Significance
Italy
House & Home