WHAT LIES BENEATH
When Vax launched their new Platinum carpet washer, how could we make people realise they needed it for far more than the occasional clean?
THE BIG POSITIVE IMPACT
We all know about getting rid of bacteria from our homes – clothes, worktops, bathrooms. But we’re much less aware of the nasties lurking in our carpets. Following research, we discovered that if people knew about the bacteria, allergens and fungi down there, they’d really want to get rid of it.
Our 90” DRTV ad highlighted the lengths people go to in keeping their homes free of bacteria. Then using a distinctive split screen format, plus macro photography and animation, we left viewers in no doubt they should be regularly doing the same to combat the nasties hiding in their shag pile. A detailed product demo then showed them the best way to terminate them – a Vax Platinum, of course.
Vax sold out. The campaign was so successful, the Client had to pull their TV media half-way through its first burst as supply of the new Platinum model had run out. Pretty sparkling results.