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

Digital thermostat

The energy company Essent offers customers a free E-thermostat when they subscribe to a 3-year contract for green energy. This allows them to remotely set the house’s temperature via their smartphone or tablet devices. Also, thanks to a built-in motion sensor, the heating is automatically turned off when you leave a room allowing consumers to save energy and money.

Connectivity
Conscious
Netherlands
House & Home
 
Self-cleaning paint

A new paint called Lotusan, from German company Sto, could take the task of cleaning exterior painted surfaces off the to-do list for up to eight years. Its microstructure is modelled on the highly water-repellent Lotus leaf so when rainwater hits the surface, it immediately forms droplets and falls away, taking dirt with it. This, in turn, reduces the growth of mould, mildew and algae.

Austria
Conscious
House & Home