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

Shedding eco-friendly light on culture

Panasonic launched its latest solar-powered LED balls at the Tokyo Hotaru Festival. The EVERLED light bulbs were meant to represent fireflies as well as pay homage to the Japanese tradition of floating candles on the water.
The spectacular event lit up the waterway with a sparkling radiance while promoting the brand’s ecofriendly product.

Israel
Authenticity
Enhancement
House & Home
 
Graffiti artists feel the heat

Portuguese BP Gas Light just launched a special edition of heaters, called “Try Me”, inviting consumers to personalize the equipment. The heaters Spring “Try Me” are sold with a do-it-yourself kit with colouring pens, stencils and a home fragrance. The base colour is green. The challenge is to reinvent the heaters.

Create
Portugal
House & Home