House & Home (128)
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?
Dutch pushchair manufacturer JOOLZ has decided to give the cardboard packaging of their products a second, useful, life. Directions are printed on the cardboard that allow the consumer to transform the box into a practical and beautiful product such as a chair, a lamp or a birdhouse. Taking inspiration from children, the potential of a simple cardboard box is now being explored by adults.
Samsung Navibot is now in Russia. The Samsung navibot is a low-lying circular device that scurries around your house, automatically navigating its way round, cleaning your floor as it goes. It incorporates a conventional cylindrical brush as well as brushes for prizing dirt from corners, using a combination of sensors and cameras to work out where it's going.