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?
American homeowners are increasingly sectioning off parts of their larger garages to use as a mudroom (utility room ). In fact, The American Institute of Architects found that adding mudrooms is ranked third (following home offices and games rooms) on the list of what’s important in newly constructed homes. They’re even more desirable than a media room or home theatre. Mudroom designs now feature things like built-in shoe cubbies and hooks for backpacks - aimed at helping kids get out the door faster. Features like a bar-height table for sorting mail help parents get organised before they get in the door, and power strips give phones a place to charge that you can grab on your way out of the door.
The Valdispert brand of natural tranquilizers based on Valerian, has crossed over from traditional pills and inhalers to a new technological platform: electric air fresheners that help the user get a good night’s sleep.