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?
Aircare brand Deliss have expanded their popular aromatherapy range to include several new lifestyle products such as fragrance sachets and candles.
Electrolux released a talking washing machine called Communication because they found consumers do not take the time to learn all the different benefits and features of advanced washing machines. Communication acts as a talking instruction manual, after selecting an option there will be an explanation of its benefits. There are also alerts if the user makes a mistake such as selecting an option that is not compatible with the chosen program, forgetting to close the door, or if there is a malfunction such as a clogged drain.